ANALISIS FAKTOR PENGAMBILAN KEPUTUSAN KONSUMEN TERHADAP PEMBELIAN PRODUK BATIK RAMAH LINGKUNGAN STUDI PADA BRAND ULUR WIJI

Ulur Wiji is one of the environmentally friendly written batik manufacturingindustries. This research discusses the decision to purchase environmentally friendly written batik in Ulur Wiji, why consumers want to buy this batik. The aim of this research is to determine whether price, product quality and eco fashion partially have a significant influence on purchasing decisions. This researcher has3 independent variables, namely price, product quality and eco fashion, so this research uses quantitative methods using Statistical Package for the Social Sciences (SPSS) software to collect and analyze data from respondents who are potential consumers of hand-written batik products from brands Stretch out Wiji. This research involved an online survey with questionnaires distributed to a sampleof respondents who were loyal in purchasing batik. The results of data analysis using SPSS will enable the identification of factors such as price, product quality and eco fashion, which influence consumer purchasing decisions. This tool is to find out which of these 3 variables has a more partial influence on the decision to purchase environmentally friendly batik.