Pengaruh Citra Merek, Harga dan Promosi Terhadap Keputusan Pembelian Handphone Iphone di Universitas Muhammadiyah Surakarta

This study aims to analyze the effect of Brand Image, Price and Promotion on Purchasing Decisions. In this study a sample of 108 Muhammadiyah University Surakarta students was used. The type of data used in this study is primary data with a data collection method using a questionnaire. Data analysis method used is multiple linear regression analysis using several variables, namely Brand Image, Price, Promotion and Purchase Decision. Based on the results of the study it can be concluded that the Brand Image has a significant effect on Purchasing Decisions, Price has a significant effect on Purchasing Decisions, Promotion has a significant effect on the Decision Purchases. R square value shows that variations in Brand Image (X1), Price (X2) and Promotion (X3) are able to explain variations in changes in the Purchasing Decision variable (Y)