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

Rizana Oktari | Zendy; Zakaria Wahab | Zendy; Marlina Widiyanti | Zendy

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The 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 , sales promotion , marketing , advertising , marketing mix , value (mathematics) , direct marketing , mathematics , sales management , political science , statistics , politics , law

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.

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