ABSTRAK Penelitian ini bertujuan untuk menguji hipotesis pengaruh Pengaruh Harga Kualitas Layanan Dan Promosi Pada Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas PGRI Palembang. Teknik pengambilan sampel menggunakan rumus slovin dengan jumlah sampel sebanyak 90 responden. Teknik analisis data menggunakan uji instrumen yaitu validitas dan realiabilitas, uji asumsi klasik yaitu uji normalitas, uji multikolinieritas dan uji heteroskedasitas, analisis regresi linier berganda yaitu analisis koefisien korelasi dan analisis koefisiensi determinasi serta uji hipotesis yaitu uji t dan uji f. Hasil uji menyimpulkan secara parsial variabel variabel (X1) yaitu Harga terhadap intensi keputusan pengguna sebesar 0.14 < 0,05 yang artinya HO ditolak Ha diterima , variabel (X2) yaitu Kualitas Layanan terhadap intensi pengguaan sebesar 0.418 > 0,05 yang artinya HO diterima Ha ditolak, sedangkan variabel (X3) yaitu Promosi terhadap intensi penggunaan sebesar 0.000 < 0,05 yang artinya HO ditolak Ha diterima, maka dapat disimpulkan bahwa secara persial X1, dan X3 berpengaruh terhadap keputusan pengguna (Y). Sedangkan X2 pada uji partial ini tidak berpengaruh signifikan. Kata Kunci: Harga Kualitas, Layanan, Promosi, dan Keputusan Pengguna. ABSTRACT This study aims to test the hypothesis of the effect of price, service quality and promotion on students of the Faculty of Economics and Business, PGRI University Palembang. The sampling technique used the slovin formula with a sample size of 90 respondents. The data analysis technique uses instrument tests, namely validity and reliability, classical assumption tests, namely normality tests, multicollinearity tests and heteroscedacity tests, multiple linear regression analysis, namely correlation coefficient analysis and determination coefficient analysis and hypothesis testing, namely the t test and f test. The test results partially concluded that the variable (X1), namely Price on user decision intentions, was 0.14 <0.05, which means that HO is rejected Ha is accepted, the variable (X2), namely Service Quality on user intentions of 0.418> 0.05, which means HO is accepted Ha is rejected, while the variable (X3), namely Promotion on usage intentions of 0.000 <0.05, which means HO is rejected Ha is accepted, it can be concluded that partially X1, and X3 have an effect on user decisions (Y). Meanwhile, X2 in this partial test has no significant effect. Keywords : Quality Price, Service, Promotion, and User Decision.