Abstract
Small businesses play an important role in economic development in Indonesia. One of them is the Pet Shop business. The Pet Shop business is a business that stems from the hobby of cat enthusiasts. Pet Shop in West Surabaya is a business engaged in providing products and services in meeting the needs of pets. The existence of Pet Shop in the West Surabaya area is quite beneficial for animal lovers because it can make it easier for them to find their pet needs, including providing several product variations such as selling pet food products, selling accessories for pets such as cages, collars, litter boxes, clothes, toys, hats, sand, and cutlery, and also providing grooming for pet hygiene and pet care for pet owners who are going home or traveling far away. This study aims to determine the effect of product variety, business capital, and social media utilization on Pet Shop business development in West Surabaya. The research method used is quantitative research method. In collecting data in this study using a questionnaire distributed through the google-form technique. In the questionnaire there are questions related to indicators on the independent and dependent variables. Data collection in this study used non-probability sampling method with saturated sampling or census. The population in this study were 30 respondents from Pet Shop business actors in West Surabaya. Based on the results of this study, it proves that product variations and business capital partially have a positive impact and have no significant effect on Pet Shop Business Development in West Surabaya. Meanwhile, social media utilization partially has a positive and significant impact on Pet Shop business development in West Surabaya.
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