Pengaruh Bauran Promosi Terhadap Proses Keputusan Pembelian Grab Food Di Jabodetabek

Widi Febrisar Nugraha, Farah Oktafani

Abstract

Abstrak Belakangan ini layanan pesan antar makanan semakin diminati, dikarenakan masyarakat tidak perlu repot lagi untuk mendatangi lokasi dan mengantre. Sehingga mereka hanya tinggal menunggu di rumah atau di tempat tujuan mereka mengantar pesanan. Salah satu perusahaan yang bergerak di bidang jasa pesan antar makanan yaitu Grab Food. Grab Food menerapkan strategi pemasaran yang tepat dengan tujuan untuk meningkatkan volume pembelian, salah satunya yaitu melakukan bauran promosi. Penelitian ini dibuat bertujuan untuk mengetahui bagaimana Bauran Promosi pada Grab Food di Jabodetabek. Bagaimana Proses Keputusan Pembelian pada Grab Food di Jabodetabek, serta untuk menghitung seberapa besar pengaruh Bauran Promosi terhadap Proses Keputusan Pembelian pada Grab Food di Jabodetabek. Penelitian ini bersifat deskriptif dan kausalitas dengan 100 responden sebagai objek penelitian. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif. Responden yang di ambil ialah konsumen yang pernah menggunakan aplikasi pesan antar makanan online. Dapat disimpulkan bahwa Bauran Promosi berpengaruh positif dan signifikan secara simultan terhadap Proses Keputusan Pembelian Grab Food di Jabodetabek sebesar 36.3% dan sisanya sebesar 63.7% dipengaruhi oleh faktor-faktor lain yang tidak diteliti dalam penelitian ini. Kata Kunci : Bauran Promosi, Grab Food, Proses Keputusan Pembelian, Regresi Sederhana Abstact Lately, food order-delivery services are increasingly demanding. One of the main factor is people don't have to go to the location and queue up. So they only have to wait at home or at their delivery destination. One of company that is currently active in the food order-delivery services is Grab Food. Grab Food applies the right marketing strategy with the aim of increasing the volume of purchases that is to carry out the promotion mix. This research is aimed to find out how the Promotion Mix works on Grab Food in Jabodetabek. How is the consumer buying decision process of Grab Food in Jabodetabek, and also to calculate how big the Promotion Mix has influenced the consumer buying decision process of Grab Food in Jabodetabek. This research is descriptive and causality with 100 respondents as the object of research. The research method used in this study is a quantitative method. Respondents who were taken were consumers who had used the online food orderdelivery application. It can be concluded that the Promotion Mix simultaneously has a positive and significant effect on the consumer buying decision process of Grab Food in Jabodetabek by 36.3% and the remaining 63.7% is influenced by other factors that is not examined in this research. Keywords: Promotion Mix, Grab Food, Consumer Buying Decision Process, Simple Regression.

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