The Effect of Brand Image and Price Changes on the Purchase Decision of Cement Products in the City of Palembang

This study aims to determine the effect of brand image and price changes on the purchasing decisions of cement products in Palembang (study on consumers of Baturaja cement products in Palembang). The population in this study is all consumers of cement products in Palembang in 2021. With the criteria for determining the sample, the sample in this study was 150 respondents. The multiple linear regression analysis results show that brand image has a positive and significant effect on purchasing decisions for Baturaja cement products. Price changes have a positive and significant effect on purchasing decisions for Baturaja cement products. Brand image, PT Semen Baturaja (Persero), Tbk should maintain the good image of PT Semen Baturaja (Persero), Tbk among the public because its status as a state-owned company does not guarantee to be the consumer's first choice. Price changes: It is necessary to make regular price adjustments with cement competitors because the price difference is a little more expensive, so consumers will switch to products from other companies