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Publication . Article . 2020

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

Rizana Oktari; Zakaria Wahab; Marlina Widiyanti;
Open Access
Published: 30 Jan 2020 Journal: International Journal of Management and Humanities, volume 4, pages 52-59 (eissn: 2394-0913, Copyright policy )
Publisher: Blue Eyes Intelligence Engineering and Sciences Engineering and Sciences Publication - BEIESP
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.

Subjects by Vocabulary

Microsoft Academic Graph classification: Business Promotion (rank) media_common.quotation_subject media_common Marketing

Subjects

Promotion mix, Consumer decisions., 2394-0913, E0511014520/2020©BEIESP

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