Exclusivity Vs. Price: The Impact of Brand Image and Price On Buttonscarves Hijab Purchase Decisions on Banda Aceh

This study sought to understand the impact of brand image and price on Buttonscarves hijab purchase decisions. Data were collected by distributing questionnaires via online. Quantitative data was collected from a sample of 95 people for this research. IBM SPSS Statistics 23 software is used to analyze data collected in the study. The findings from the data analysis show a significant relationship between brand image and purchase decisions for buttonscarves hijab was stated as positive and significant. A significant relationship between price and purchase decisions for buttonscarves hijab was stated as positive and significant. Purchase decisions were influenced simultaneously by brand image and price. This study proves that Banda Aceh Buttonscarves's consumers consider the brand image as something more important than price when deciding to buy. Therefore, businesses need to prioritize creating and maintaining a strong brand image. Price is not the main factor, but companies must develop and implement the right pricing strategy.