THE INFLUENCE OF SOCIAL MEDIA AND SALES PROMOTION ON CUSTOMER PURCHASING DECISION ON UBER IN CIKARANG AREA

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.