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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  "inLanguage": {
    "alternateName": "eng", 
    "@type": "Language", 
    "name": "English"
  }, 
  "about": [
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      "@id": "", 
      "@type": "CreativeWork"
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      "@id": "https://hdl.handle.net/E0511014520/2020\u00a9BEIESP", 
      "@type": "CreativeWork"
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  ], 
  "description": "<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>", 
  "license": "https://creativecommons.org/licenses/by/4.0/legalcode", 
  "creator": [
    {
      "affiliation": "Student Magister Management, Economic Faculty of Sriwijaya Univeristy , Palembang , Indonesia.", 
      "@type": "Person", 
      "name": "Rizana Oktari"
    }, 
    {
      "affiliation": "Lecturer of Magister management Economic Faculy, Sriwijaya University, Palembang Indonesia.", 
      "@type": "Person", 
      "name": "Zakaria Wahab"
    }, 
    {
      "affiliation": "Lecturer of Magister management Economic Faculy, Sriwijaya University, Palembang Indonesia.", 
      "@type": "Person", 
      "name": "Marlina Widiyant"
    }
  ], 
  "headline": "The Effect of Promotion Mix on Consumer Decisions using Grab-Food in Palembang", 
  "image": "https://zenodo.org/static/img/logos/zenodo-gradient-round.svg", 
  "datePublished": "2020-01-30", 
  "keywords": [
    "Promotion mix, Consumer decisions."
  ], 
  "url": "https://zenodo.org/record/5466769", 
  "contributor": [
    {
      "affiliation": "Publisher", 
      "@type": "Person", 
      "name": "Blue Eyes Intelligence Engineering & Sciences Publication (BEIESP)"
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  "@context": "https://schema.org/", 
  "identifier": "https://doi.org/10.35940/ijmh.E0511.014520", 
  "@id": "https://doi.org/10.35940/ijmh.E0511.014520", 
  "@type": "ScholarlyArticle", 
  "name": "The Effect of Promotion Mix on Consumer Decisions using Grab-Food in Palembang"
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