<![CDATA[The increasingly competitive fashion industry requires companies to understand the factors that influence consumer behavior, particularly purchase intention. Price and brand image are important factors that shape consumers' perceptions of fashion products. This study aims to examine the effect of price and brand image on consumers' purchase intention toward fashion products at Melstore.Jkt, Kelapa Dua Depok Branch, both partially and simultaneously. This study employed a quantitative method with an associative approach. Data were collected through questionnaires distributed using a Likert scale. The sampling technique used was non-probability sampling with a purposive sampling method, involving 100 respondents. The data were analyzed using SPSS version 25 through validity testing, reliability testing, classical assumption testing, multiple linear regression analysis, t-test, F-test, and coefficient of determination (R²) analysis. The results showed that, partially, both the Price variable and the Brand Image variable had a positive and significant effect on Purchase Intention. Simultaneously, Price and Brand Image jointly had a significant effect on Purchase Intention, contributing 26.6%, among consumers of Melstore.Jkt, Kelapa Dua Depok Branch]]>
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