ARTICLE THE EFFECT OF PRICE AND PROMOTION PERCEPTION ON PURCHASE DECISIONS: A SYSTEMATIC LITERATURE REVIEW

Abstract

This study aims to systematically review and analyze previous research related to the effect of price and promotion perception on purchase decisions. The objective is to identify patterns, relationships, and research gaps in recent studies to provide a comprehensive understanding of how consumers’ perceptions of price and promotional strategies influence their buying behavior. The review employs the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) method, collecting and examining journal articles published between 2021 and 2025 from reputable databases such as Google Scholar and Crossref. A total of 35 studies were selected based on inclusion criteria focusing on quantitative and qualitative analyses of price perception, promotional strategies, and their impact on purchase intentions and decisions. The findings reveal that both price and promotion perceptions significantly affect consumer purchase decisions, with perceived price fairness, discount attractiveness, and promotional credibility being the most influential factors. Furthermore, personalized digital promotions and e-commerce-based price transparency are found to enhance consumer trust and strengthen purchase intentions. The review concludes that businesses should strategically integrate fair pricing with innovative promotional approaches to improve consumer satisfaction and loyalty. Future research is suggested to examine the moderating effects of cultural, psychological, and technological factors on the relationship between price and promotion perception and consumer purchase decisions.