The research alms to determine the effect of price, product innovation and
product quality on buying decisions among goyor sarong consumers in Pemalang
and to analyze the number of dominant factors influencing buying decisions.
This research was conducted in pemalang regency from July to August.
The sample in this study were goyor sarong consumers who were at least 17 years
old, total of 120 respondents. The selection of the sample in this study used
purposive sampling with the criteria of having bought a goyor sarong product at
least once. The research method used in this research are descriptive analysis,
classical assumption test, multiple linear regression analysis and model fit test.
Simultaneous analysis test results showed that price, product innovation and
product quality affect purchasing decisions. While the price variable, product
innovation and product quality have a positive effect on purchasing decisions.