THE WHITE House has a new $75,000 painting: "Pointe Rubos, Monterey, Calif.," by Thomas Moran (1837-1926), an American painter. It shows rocky cliffs and raging water. The painting hangs in the presidential reception room, West Wing, right off the Oval Office. Two more paintings, both landscapes, have just been purchased for the second floor hall of the family quarters at the White House: "Jones' Inn-Winter" by George Henry Durrie (1820-1863), $43,750, and "Florida Sunrise" by Martin J. Heade (1819-1904), $22,000.

Clement E. Conger, White House curator, bought the paintings with the White House's privately donated acquisition funds. Now Conger's looking for a donor who will repay the revolving fund the $140,750. The White House also has acquired 13 other new paintings by American artists, mostly American Impressionists, for the secon-floor family quarters. The other were lent by private collectors, museums and galleries. The Carters approved Conger's selections and decided where they were to hang.

Jimmy Carter apparently is very fond of Childe Hassam (1859-1935) and John Henry Twachtman (1835-1902). He chose for this study Hassam's "Allied Flags," lent by Philadelphia's Barral Foundation. Another Hassam, "Sunset Ironbound: Mt. Desert, Maine," is in the Yellow Oval Room, the upstairs drawing room of the White House where the President and the First Lady entertain privately. A third Hassam, "Colonial Cottage, Cos Cob," is now in the Center Hall.

Also in the President's study is Twachtman's "Spring Landscape," lent by the Corcoran Gallery of Art, and his "Hemlock Pool," lent by the Hirshhorn Museum and Sculpture Garden. Richard Nixon used the study as his bedroom during his presidency.

For their bedroom, the Carters chose "Central Park," by William Merritt Chase (1849-1916), lent by Robert Mann; "House on the Marne," by Paul Cezanna (moved from the Center Hall); and "In the Boatyart," by Henry Hobart Nichols (1869-1962), lent by John Morrin.

"On Bos'n's Hill," by Edmund Tarbel (1862-1938), is also in the Yellow Oval Room.

"Cincinnati Enquirer, 1888," by William Harnett (1848-1892), an amusing picture so realistic it seems as if you could reach in and pluck out pieces, is a special favorite of President and Mrs. Carter. They have hung it in the West Sitting Hall. Nearby in the West Hall is "Crimson Rambler," by Philip L. Hale (1865-1931), on loan from the Pennsylvania Academy of Fine Arts in Philadelphia. The painting, one of the academy's most popular, has been borrowed by the White House before.

For Amy Carter's room, there is a suitable school picture: "Dismissal of School on an October Afternoon," by Henry Inman (1801-1846),

Four of the new pictures are of Southern scence: "Upper Mississippi River," by Henry Lewis (1819-1904), lent by Mr. and Mrs. H. Richard Dietrich Jr.: "Davenport and Rock Island City on the Mississippi," also by Lewis and lent by the Dietrichs, both in the West Sitting Hall; "Seventh Regiment Encamping near Washington," by Sandford Gifford (1823-1880), lent by the Union League Club of New York City, hanging in the Center Hall; and "Florida Sunrise."

The 15 newly acquired paintings replace pictures lent by New York's Metropolitan Museum of Art. The Metropolitan wanted them back to recatalog and rehang in its newly redecorated Americana wing.