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Britain International of Humanities and Social Sciences (BIoHS) Journal
Published by BIAR Publisher
ISSN : 26851989     EISSN : 26853868     DOI : https://doi.org/10.33258/biohs
Core Subject : Religion, Economy, Humanities, Social,
Religion Humanities Economics, Econometrics & Finance Environmental Science Social Sciences
BIoHS-Journal is a peer-reviewed journal published in February, June and October by BIAR Publisher. BIoHS Journal welcomes research paper in humanities: language and linguistics, history, literature, performing art, philosophy, religion, visual arts. Social sciences: economic, anthropology, sociology, psychology, geography, culture and ethics studies, gender and sexuality studies, archaeology and other related fields which is published in both online and printed versions.
Arjuna Subject : Ilmu Sosial - Ilmu Sosial (Lain-Lain)
Articles 311 Documents
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The Effects of Price and Promotion on Purchase Decisions at Eshan Petshop Reyfika Youlanda; Pebi Kurniawan; Hevy Febriyansyah
Britain International of Humanities and Social Sciences (BIoHS) Journal Vol 8 No 3 (2026): Britain International of Humanities and Social Sciences, October
Publisher : Britain International for Academic Research (BIAR) Publisher

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Abstract

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.

Page 32 of 32 | Total Record : 311

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