<![CDATA[This study investigates the influence of marketing mix elements on consumer purchasing decisions at Batik Minang houses in Negeri Panyankalan, Solok Regency. The research focuses on four key variables: product, price, place, and promotion. Data analysis was conducted using multiple linear regression analysis to examine the relationships between these variables and consumer purchasing decisions. The findings reveal that all four elements of the marketing mix significantly affect consumer purchasing decisions at Batik Minang houses. Specifically, products, prices, places, and promotions all exhibit positive impacts on purchasing decisions. However, the study acknowledges certain limitations, including the exclusion of other potentially influential variables beyond the marketing mix and the need for a broader sample representation. Recommendations for future research include incorporating additional variables, exploring different research subjects, and enhancing sample selection techniques. This study contributes to the understanding of consumer behavior in the context of traditional Indonesian textile businesses and provides valuable insights for marketers seeking to optimize their marketing strategies in similar settings.]]>
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