Journal article Open Access

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

Rizana Oktari; Zakaria Wahab; Marlina Widiyant

Sponsor(s)
Blue Eyes Intelligence Engineering & Sciences Publication (BEIESP)

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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