The Influence of Price and Product Quality on Batik Purchasing Decisions: Evidence from Sumenep Regency, Indonesia

The purpose of this research is to find out the effect of Price and Product Quality on Batik Purchasing Decisions, partially and simultaneously. This research is classified as Explanatory Research with a quantitative approach. The sample used was 100 Customer of Batik Sumenep Regency, with purposive sampling technique. The type of data used is primary data, namely data collection using a questionnaire. Analysis of the data used is Multiple Linear Regression with SPSS. The results of this study indicate that Price has a negative effect on Batik Purchasing Decisions. And, Product Quality has a Positive effect on Batik Purchasing Decisions. Simultaneously Price and Product Quality have an significant effect on Batik Purchasing Decisions.