<![CDATA[The batik industry faces increasingly fierce market competition, so business actors need to understand the factors that influence consumer purchase decisions. This study aims to analyze the influence of product quality, price, and promotion on purchase decisions at Ayudya Batik, Ambulu District, Jember Regency. This study uses a quantitative approach with an analytical research type and a cross-sectional approach. The study population consisted of 150 consumers who purchased batik products directly at Ayudya Batik from December 2025 to February 2026. A sample of 60 respondents was determined using simple random sampling and the Slovin formula with a 5% error rate. Data were collected through a five-level Likert scale questionnaire and analyzed using validity, reliability, classical assumptions, multiple linear regression, coefficient of determination, F test, and t test. The results showed that product quality and price had a positive and significant effect on purchase decisions, while promotion had a positive but insignificant effect. Simultaneously, all three variables had a significant effect with an Adjusted R Square value of 0.420. The study concluded that product quality and price were important factors in purchase decisions, while promotion still needed to be improved.]]>
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