Journal article Open Access

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

Rizana Oktari; Zakaria Wahab; Marlina Widiyant


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{
  "DOI": "10.35940/ijmh.E0511.014520", 
  "container_title": "International Journal of Management and Humanities (IJMH)", 
  "language": "eng", 
  "title": "The Effect of Promotion Mix on Consumer Decisions using Grab-Food in Palembang", 
  "issued": {
    "date-parts": [
      [
        2020, 
        1, 
        30
      ]
    ]
  }, 
  "abstract": "<p>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.</p>", 
  "author": [
    {
      "family": "Rizana Oktari"
    }, 
    {
      "family": "Zakaria Wahab"
    }, 
    {
      "family": "Marlina Widiyant"
    }
  ], 
  "page": "52-59", 
  "volume": "4", 
  "type": "article-journal", 
  "issue": "5", 
  "id": "5466769"
}
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