The Effect of Promotion Mix on Consumer Decisions using Grab-Food in Palembang
Rizana Oktari1, Zakaria Wahab2, Marlina Widiyanti3
1Rizana Oktari*, Student Magister Management, Economic Faculty of Sriwijaya Univeristy , Palembang , Indonesia.
2Zakaria Wahab, Lecturer of Magister management Economic Faculy, Sriwijaya University, Palembang Indonesia
3Marlina Widiyanti, Lecturer of Magister management Economic Faculy, Sriwijaya University, Palembang Indonesia
Manuscript received on January 02, 2020. | Revised Manuscript received on January 03, 2020. | Manuscript published on January 15, 2020. | PP: 52-59 | Volume-4 Issue-5, January 2020 | Retrieval Number: E0511014520/2020©BEIESP | DOI: 10.35940/ijmh.E0511.014520
Open Access | Ethics and Policies | Cite
© The Authors. Published By: Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
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.
Keywords: Promotion mix, Consumer decisions.