The Effect of Promotion Mix on Consumer Decisions using Grab-Food in Palembang

Oktari*, Rizana and Wahab, Zakaria and Widiyanti, Marlina (2020) The Effect of Promotion Mix on Consumer Decisions using Grab-Food in Palembang. International Journal of Management and Humanities, 4 (5). pp. 52-59. ISSN 23940913

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Abstract

Abstract: This study is entitled The Effect of Promotion Mix on Consumer Decisions in Using Grab-Food in Palembang. The purpose of this study was to determine the effect of the promotional mix on consumer decisions in using Grab-Food in Palembang. The results showed that advertising variables (X1), sales promotion (X2), publicity (X3), direct marketing (X4) had a significant effect on consumer decisions in using Grab-Food in Palembang (Y). This is evidenced by the calculation of the F test, obtained an F-count greater than the F-table of 23,956. with Adjusted R square value of 711,440. The promotion mix consisting of advertising, sales promotion, publicity, and direct marketing together has a significant effect on consumer decisions.

Item Type: Article
Subjects: Open Research Librarians > Social Sciences and Humanities
Depositing User: Unnamed user with email support@open.researchlibrarians.com
Date Deposited: 24 Apr 2023 07:10
Last Modified: 06 Mar 2024 04:25
URI: http://stm.e4journal.com/id/eprint/733

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