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This study aims to determine the effect of brand image, price and product quality on cement purchase decisions at PT. Semen Baturaja (Persero), Tbk. The data used in this study are primary data by distributing questionnaires to all Baturaja cement customers in Palembang, Baruraja and Lampung for the period 2018-2019. The number of samples used was 100 respondents who were shops and distributors of Baturaja cement in 2018-2019 in the cities of Palembang, Baturaja and Lampung. The analysis technique used is multiple linear regression analysis. The results of this study were obtained that the brand image and product quality had a positive and significant effect on cement purchase decisions at PT. Semen Baturaja (Persero), Tbk. While the price has a negative and not significant effect on the decision to purchase cement at PT. Semen Baturaja (Persero), Tbk. This research is expected to be a reference and consideration for future researchers to be able to choose variables that are better used. For companies to be able to consider the price of cement and to maintain good product quality and to improve brand image among the public to increase consumer interest and desire to purchase cement at PT. Semen Baturaja (Persero), Tbk.