<![CDATA[This study examines the effect of price and brand image on purchase decisions for batik products at Benang Raja Salatiga, both partially and simultaneously. A quantitative approach with a causal-associative design was applied. Using the Lemeshow formula and simple random sampling, 96 respondents who had purchased batik at Benang Raja Salatiga were selected as the sample. Data were collected through an online questionnaire and analyzed using multiple linear regression with SPSS. The results show that price has a positive and significant effect on purchase decisions (t = 2.722; sig. = 0.008), and brand image also has a positive and significant effect (t = 6.911; sig. = 0.000). Simultaneously, price and brand image significantly affect purchase decisions (F = 159.314; sig. = 0.000), with a coefficient of determination (R²) of 0.774, indicating that price and brand image jointly explain 77.4% of the variation in purchase decisions, while the remaining 22.6% is explained by other factors outside the model. Based on the standardized beta values, brand image (0.651) has a more dominant influence than price (0.256). These findings imply that strengthening brand image should be prioritized alongside competitive pricing to enhance consumer purchase decisions.]]>
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