THE INFLUENCE OF PROMOTIONAL MIX TOWARD PURCHASE DECISION (STUDY CASE OF UBER TECHNOLOGIES INC.)

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.