Abstract:
This research was supported by purchasing decision resulting from the promotion.
This study focused on Uber Technologies Inc. As for the problem with this
research, is the Promotion Mix (Sales Promotion, Direct Marketing, Personal
Selling, Public Relation and Advertising), influence customer regarding purchase
decision for Uber Technologies Inc”. This research tried to determine the
promotion factors that influence purchase decision to the Uber service. The
purpose of this research analyze the influence of Sales Promotion (X1), Direct
Marketing (X2), Personal Selling (X3), Public Relation (X4), Advertising (X5),
to Purchase Decision (Y). In this study, data were collected from questionnaires
of 125 Uber consumers using simple random sampling method to determine the
respondents’ response of each variable. Then analyze the data gathered in the
form of quantitative analysis. Quantitative analysis include validity and reliability
test, weighted mean, factor analysis, the classic assumption test and multiple
regression analysis to test the hypothesis through T-test, F-test and coefficient of
determination (R²). The result is only two independent variables that have
significant influence toward dependent variable. The other independent variables
are not significant but have positive influence toward purchase decision. For the
R² result is quite low which 22.2%. It needs more information gathered since
Uber service is quite new in the market especially in Jabodetabek.
