PENGARUH CITRA MEREK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SEMEN TIGA RODA PADA PT. ROYAL INTI MANDIRI ABADI SURABAYA

Purchasing and consumer decisions are often influenced by several factors,such as brand image, price, and promotion. In this case the researcher wanted to know the influence of brand image, price, and promotion to decision of purchase of Cement Three Wheels at PT. Royal Inti Mandiri Abadi Surabaya. This research uses three variables (X) namely brand image variable (X1), price (X2), promotion (X3), with variable (Y) that is purchasing decision.Population of this research is consumer at PT. Royal Inti Mandiri Abadi Surabaya and samples taken as many as 100 respondents. Measurement of data used is with Test Validity, Test Reliability, Classic Assumption Test, Multiple Linear Regression Analysis, Coefficient of Determination, and Test t. From result of research which have been done can be concluded that, result from Validity Test is Valid because correlation of pearson from each - variable r table value (0,1966), Reliability Test is reliable because result of cronbach's alpha value of each variable> from 0.60, the Classified Assumption Test that has been tested meets the requirements. From the results of Multiple Linear Regression Analysis has found that modeling Y = -2.157 + 0,502X1 + 0.172X2 + 0.411X3, from the results price (X2) is the most influential variable on purchasing decisions in PT. Royal Inti Mandiri Abadi Surabaya. From result of coefficient of determination Adjusted R Square 0,740 = 74,0% got result that is relationship between brand image (X1), price (X2), promotion (X3) to buyer decision (Y) is high, while the rest (100% - 74, 0%) = 26% influenced by other variables. From result of Test of T got result that is brand image (X1) with tcount 5,788> ttable value 1,9849 and significant value (0,000 ttable1,9849 and significant value (0,027> 0,05) this can be said that price variable influence to purchasing decision at PT. Royal Inti Mandiri Abadi Surabaya. From result of Test of T got result for promotion (X3) with tcount of 7.013> ttable1,9849 and significant value (0,000