ABSTRAK Chintia Shela Yovinda, Strata One Program Management Study Program in STIE
Asia Malang, on August 21, 2018. Effect of Price, Brand Image and Promotion of the
Decision to Purchase Herbal Mastin Medicines at PT. Industry of Jamu Borobudur
Malang Branch; Advisor: Dr. M. Bukhori, SE., SAg., MM
The purpose of this study to find out the price affect the purchasing decision of Herbal
Mastin Medicines, to find out the brand image affects the purchasing decision of
Herbal Mastin Medicines and to find out the promotion affects the purchase decision
of Herbal Mastin Medication, and to find out whether the price, brand image and
promotion influence the decision purchase of Herbal Mastin Medicines at PT.
Industrial Jamu Borobudur Malang Branch.
The type of research used is correlational because according to the purpose of this
study is to know the relationship between price, brand image and promotion of
purchasing decisions of Herbal Mastin Medication. With a sample of 49 respondents
taken from all populations of individual consumer groups. The sampling technique uses
saturated sampling. With multiple linear regression as a test tool to determine the effect
of price variables, brand image and promotion of the purchase decision of Herbal
Mastin Medication.
The results showed that the price variable had a positive but not significant effect on
the purchase decision of Herbal Mastin Drug, the brand image had a positive but not
significant effect on the purchase decision of Herbal Mastin Drug and the promotion
variable had a positive and significant effect on the purchase decision of Herbal Mastin
Drug, as well as simultaneously price variables. brand image and promotion have a
significant effect on purchasing decisions of Herbal Mastin Medication.
Keywords: price, brand image and promotion

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