ABSTRACT
Talang Medical Bogor is a medical equipment store that sells a wide range of medical equipment both specialized and general. One of the health tools often used by health institutions and the general public is digital tensimeter, one of them is Automatic Blood Pressure Monitor Omron HEM 7130. The number of consumers who buy Automatic Blood Pressure Monitor Omron HEM 7130 in 2016 has increased from in 2015 while the volume sales have decreased. This study aims to determine the effect of price, promotionand location to the purchase decision. In this study price, promotion and location as exogenous variables and purchasing decisions as endogenous variables. This research uses associative method with quantitative research type. Respondents involved in this study were 160 respondents, obtained by accidental sampling technique. Data analysis was done by Structural Equation Modeling (SEM) method with the help of AMOS Software version 20. The result of analysis showed that the variable of price, promotion, location had significant effect on buying decision of Automatic Blood Pressure Monitor Omron HEM 7130 at Talang Medical Bogor store. The price contributed to the purchase decision of 0,189, the promotion contributedto the purchase decision of 0,260 and the location contributed to the purchase decision of 0,199. Promotion variables are the most influential variable on the purchase decision of Automatic Blood Pressure Monitor Omron HEM 7130. It is suggested to improve purchasing decisions in a more vigorous way to increase the promotion of one of them through advertising media, such as promoting in social media such as blogs, websites, discounts, coupons, improve direct marketing through attractive catalogs, phone marketing, mobile internet marketing and increase public relations by participating in unfortunate events such as
socialsponsorships.

Keywords: Price, Promotion, Location and Purchase Decision.

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