The Effects of Price and Promotion on Purchase Decisions at Eshan Petshop

The rapid growth of the pet care industry in Indonesia has intensified competition among pet shops, requiring businesses to implement effective marketing strategies to enhance consumers' purchase decisions. This study aims to examine the effects of price and promotion on purchase decisions at Eshan Petshop. A quantitative research approach was employed using a survey of 100 consumers selected through an accidental sampling technique. Data were collected using questionnaires and analyzed using multiple linear regression with IBM SPSS Statistics 32. The findings indicate that price has a positive and significant effect on purchase decisions (t = 2.910; p = 0.004). Promotion also has a positive and significant effect on purchase decisions (t = 3.177; p = 0.002). Simultaneously, price and promotion significantly influence purchase decisions (F = 48.033; p < 0.001). The coefficient of determination (R² = 0.498) indicates that price and promotion explain 49.8% of the variance in purchase decisions, while the remaining 50.2% is influenced by other variables outside the research model. These findings highlight that competitive pricing and effective promotional strategies are essential to improving consumers' purchase decisions in the pet shop industry.