<![CDATA[Purpose – This study aims to analyze the influence of price and promotion on the purchase decisions of HMNS perfume among students in Malang City. Design/methodology/approach – This study employs a quantitative research approach using an online survey method. The sample consists of 100 respondents selected through purposive sampling, targeting students in Malang City. The study examines price and promotion as independent variables and purchase decision as the dependent variable. Data were analyzed using multiple linear regression to test the proposed relationships. Findings – The results indicate that both price and promotion have a positive and significant influence on purchase decisions. Price shows a significant positive relationship, suggesting that price suitability relative to perceived product quality is an important factor in consumer decision-making. Promotion also significantly affects purchase decisions, particularly through discounts and social media-based marketing strategies. Originality/value – The originality of this study emerges from its focus on the local perfume industry in Indonesia, a sector that is still relatively underexplored in academic research. This study provides new insights into how price perceptions and promotional strategies influence purchasing decisions among student consumers. The findings contribute to the broader consumer behavior literature by highlighting a specific demographic group within an emerging domestic market.]]>
