Pengaruh Advertising Selling, Sales Promotion, dan Publicity terhadap Keputusan Pembelian Jasa Transportasi Online Grab: (Studi Empiris pada Mahasiswa Fakultas Ekonomi Universitas Islam Kadiri Kediri)

Dicky Pramana; Mawar Ratih K; Trisnia Widuri

doi:10.61132/manuhara.v3i4.2263

Authors

Dicky Pramana Universitas Islam Kadiri Kediri
Mawar Ratih K Universitas Islam Kadiri Kediri
Trisnia Widuri Universitas Islam Kadiri Kediri

DOI:

https://doi.org/10.61132/manuhara.v3i4.2263

Keywords:

Advertising Selling, Grab, Publicity, Purchase Decision, Sales Promotion

Abstract

This study investigates the influence of advertising selling, sales promotion, and publicity on purchase decisions for Grab’s online transportation services, focusing on students of the Faculty of Economics at the Islamic University of Kadiri. In today’s competitive market, companies must employ creative promotional strategies to strengthen consumer purchasing behavior, especially for service-based products. Consumer engagement and trust are essential, as higher involvement in seeking information increases the likelihood of purchase. A quantitative research method was applied using multiple linear regression to analyze the effects of the three independent variables, both partially and simultaneously. The study population comprised all students of the Faculty of Economics, with purposive sampling used to select respondents who met specific criteria. Data were collected through structured questionnaires and processed statistically. The findings demonstrate that advertising selling, sales promotion, and publicity each exert a positive and significant influence on purchase decisions. Collectively, these promotional tools also have a significant simultaneous impact on consumer decision-making. The coefficient of determination (R²) is 0.757, showing that 75.7% of the variation in purchase decisions is explained by the three variables, while the remaining 24.3% is influenced by other factors not covered in this research. Overall, effective promotional strategies are proven to play an important role in shaping consumer purchase behavior in online transportation services.

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