Abstract:
Nowadays, sharing economic becomes more and more popular, and many
industries apply sharing economic model, especially in transportation area. Uber
faces intense competition in Indonesia market. Therefore it is important to attract
customer making purchasing decision. The objective of this research is to find out
whether social media and sales promotion have influence on customer purchasing
decision or not on Uber. The scope of population is Cikarang resident who have
used Uber service. The researcher uses random sampling of quantitative research
method, the required sample is 260 respondents. SPSS software is used to analysis
data, includes validity and reliability test, descriptive analysis, classical
assumption, multiple linear regressions, coefficient of determination and T-test,
F-test. The findings of this research are that social media has influence on
customer purchasing decision, sales promotion has influence on customer
purchasing decision, and social media and sales promotion have simultaneously
influence on customer purchasing decision.
