<![CDATA[This study aims to examine the effect of price and promotion on purchase intention for Varisha hijab products among female students at SMK YAJ Depok. The research used a quantitative approach with an associative design. The population consisted of 122 female students in grades X and XI, while the sample comprised 94 respondents selected through purposive sampling and determined using the Slovin formula with a 5% margin of error. Data were collected through questionnaires using a five-point Likert scale, supported by observation and documentation. Data analysis was performed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, correlation analysis, and coefficient of determination. The results indicate that price has a positive and significant partial effect on purchase intention, with a t-value of 5.523 and a significance value of 0.000. Promotion has a positive direction but does not have a significant partial effect, with a t-value of 0.860 and a significance value of 0.392. Simultaneously, price and promotion have a significant effect on purchase intention, as shown by an F-value of 47.274 with a significance value of 0.000. The coefficient of determination (R²) is 0.510, indicating that price and promotion jointly explain 51.0% of the variation in purchase intention, while the remaining 49.0% is explained by other factors outside the model. These findings suggest that price is the more dominant factor in shaping purchase intention for Varisha hijab products in the research setting.]]>
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