<![CDATA[The dominance of Chinese imported fashion products through e-commerce platforms poses challenges for local MSMEs, particularly in Batam City as a Free Trade Zone. This study aims to examine the effects of product judgment, brand image, and perceived product quality on purchase intention, with price as a moderating variable. A quantitative approach was employed through a survey of 315 consumers who had purchased Chinese imported fashion products in Batam City. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that product judgment, brand image, perceived product quality, and price have positive and significant effects on purchase intention. Price emerges as the strongest direct predictor. Regarding the moderating effects, price only significantly strengthens the relationship between brand image and purchase intention, while the moderating effects on the product judgment and perceived product quality paths are not significant. These findings indicate that the role of price as a conditional variable is selective. This study provides theoretical implications for consumer behavior literature and practical implications for marketing strategies and MSME empowerment in free trade zones.]]>
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