<![CDATA[Competition in the Balinese traditional clothing retail market requires retailers to understand the attributes that shape consumers’ purchase decisions. This study examines the effects of price, product quality, and brand image on purchase decisions at Wahyu Bali Store Bangli. A quantitative associative design was applied to 80 consumers selected through purposive sampling, with respondents required to be at least 17 years old and to have purchased from the store more than twice. Data were collected using a five-point Likert questionnaire and analyzed with validity and reliability testing, classical assumption testing, multiple linear regression, the coefficient of determination, t tests, and an F test using SPSS. The findings show that price has a positive and significant effect on purchase decisions (B = 0.272; p = 0.004), product quality has a positive but non-significant effect (B = 0.164; p = 0.117), and brand image has a positive and significant effect (B = 0.551; p < 0.001). Simultaneously, the three predictors significantly explain purchase decisions, with an adjusted R² of 0.605. The findings imply that strengthening brand image and maintaining competitive, value-consistent pricing should be prioritized while product quality remains continuously controlled.]]>
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