Abstract
This study intends to find out and analyze the influence of price & product quality perception on the purchasing decision of Batik ZulfahTanjungbumi. This research uses a quantitative approach, with non-probability sampling techniques, with a population that is consumers of Batik ZulfahTanjungbumi, the number of samples is 100 respondents. It is known that the tcount value of Price Perception variable is -4,639 with a significant value of 0,000, product quality variable with the result of tcount of 10,801 with a significant value of 0,000. and obtained a significant value <0.05, obtained fcount value of 62.462 with a significant level of 0.000 where 0.000 <0.05. It can be concluded that the variable price perception and product quality on purchasing decisions is positive and partially significant simultaneously.
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