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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  <identifier identifierType="URL">https://zenodo.org/record/5466769</identifier>
  <creators>
    <creator>
      <creatorName>Rizana Oktari</creatorName>
      <affiliation>Student Magister Management, Economic Faculty of Sriwijaya Univeristy , Palembang , Indonesia.</affiliation>
    </creator>
    <creator>
      <creatorName>Zakaria Wahab</creatorName>
      <affiliation>Lecturer of Magister management Economic Faculy, Sriwijaya University, Palembang Indonesia.</affiliation>
    </creator>
    <creator>
      <creatorName>Marlina Widiyant</creatorName>
      <affiliation>Lecturer of Magister management Economic Faculy, Sriwijaya University, Palembang Indonesia.</affiliation>
    </creator>
  </creators>
  <titles>
    <title>The Effect of Promotion Mix on Consumer Decisions using Grab-Food in Palembang</title>
  </titles>
  <publisher>Zenodo</publisher>
  <publicationYear>2020</publicationYear>
  <subjects>
    <subject>Promotion mix, Consumer decisions.</subject>
    <subject subjectScheme="issn">2394-0913</subject>
    <subject subjectScheme="handle">E0511014520/2020©BEIESP</subject>
  </subjects>
  <contributors>
    <contributor contributorType="Sponsor">
      <contributorName>Blue Eyes Intelligence Engineering &amp; Sciences Publication (BEIESP)</contributorName>
      <affiliation>Publisher</affiliation>
    </contributor>
  </contributors>
  <dates>
    <date dateType="Issued">2020-01-30</date>
  </dates>
  <language>en</language>
  <resourceType resourceTypeGeneral="JournalArticle"/>
  <alternateIdentifiers>
    <alternateIdentifier alternateIdentifierType="url">https://zenodo.org/record/5466769</alternateIdentifier>
  </alternateIdentifiers>
  <relatedIdentifiers>
    <relatedIdentifier relatedIdentifierType="ISSN" relationType="IsCitedBy" resourceTypeGeneral="JournalArticle">2394-0913</relatedIdentifier>
    <relatedIdentifier relatedIdentifierType="DOI" relationType="IsIdenticalTo">10.35940/ijmh.E0511.014520</relatedIdentifier>
  </relatedIdentifiers>
  <rightsList>
    <rights rightsURI="https://creativecommons.org/licenses/by/4.0/legalcode">Creative Commons Attribution 4.0 International</rights>
    <rights rightsURI="info:eu-repo/semantics/openAccess">Open Access</rights>
  </rightsList>
  <descriptions>
    <description descriptionType="Abstract">&lt;p&gt;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.&lt;/p&gt;</description>
  </descriptions>
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