<![CDATA[This research aims to analyze the influence of price and promotion on purchasing decisions for FMCG products in Rantau, South Kalimantan. This research uses a quantitative approach with a survey method, involving 100 respondents who are consumers of FMCG products in the area. Data was obtained through a questionnaire and analyzed using linear regression to test the relationship between price and promotion variables and purchasing decisions. The research results show that price has a significant influence on purchasing decisions, with a coefficient of 0.45, which shows that competitive prices can increase consumers' tendency to buy FMCG products. Apart from that, promotions were also proven to have a significant effect with a coefficient of 0.52, where types of promotions such as discounts and loyalty programs were proven to be effective. The combination of price and promotion shows a greater influence on purchasing decisions, with a coefficient of determination (R²) of 0.67. This research provides insight for FMCG companies in designing effective marketing strategies, by considering the influence of price and promotion simultaneously in influencing consumer behavior.]]>
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