Open AccessThe Effect of Promotion Mix on Consumer Decisions using Grab-Food in Palembang
Author(s) -
Rizana Oktari*,
Zakaria Wahab,
Marlina Widiyanti
Publication year - 2020
Publication title -
international journal of management and humanities
Language(s) - English
Resource type - Journals
ISSN - 2394-0913
DOI - 10.35940/ijmh.e0511.014520
Subject(s) - publicity , promotion (chess) , business , marketing , sales promotion , advertising , value (mathematics) , direct marketing , marketing mix , test (biology) , mathematics , sales management , political science , statistics , politics , law , paleontology , biology
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.