The Influence of Price, Product Quality, and Promotion on Consumer Purchase Intention in Lamongan Ikat Weaving Products in the Modern Market

Lamongan ikat weaving embodies a unique local heritage with considerable artistic, cultural, and economic value. Despite this, in the context of an increasingly competitive modern marketplace, these traditional products face challenges in stimulating consumer purchase intentions. This study investigates the influence of price, product quality, and promotional activities on consumer purchase intention for Lamongan ikat weaving products distributed through modern channels, including shopping malls, fashion boutiques, and e-commerce platforms. Adopting a quantitative research approach, data were obtained from 100 respondents using a cluster random sampling technique. A Likert-scale questionnaire, which had undergone validity and reliability testing, served as the primary data collection instrument. Data analysis utilized multiple linear regression, supported by classical assumption tests and hypothesis testing through both partial (t-test) and simultaneous (F-test) methods. The findings reveal that price, product quality, and promotion collectively have a significant effect on consumer purchase intention (p = 0.000). However, partial analysis indicates that only product quality significantly influences purchase intention (p = 0.000), while price and promotional variables are not statistically significant (p = 0.214 and p = 0.257, respectively). The adjusted R² value of 0.379 indicates that the three independent variables jointly explain 37.9% of the variance in consumer purchase intention. These results emphasize that product quality is the dominant factor driving purchase behavior. Accordingly, Lamongan ikat weaving entrepreneurs are encouraged to prioritize product quality improvements, integrate innovative design elements, and adopt more targeted promotional strategies tailored to the preferences of modern market consumers.