PENGARUH PROMOSI, HARGA DAN PELAYANAN TERHADAP KEPUTUSAN KONSUMEN DALAM MENGGUNAKAN GRAB BIKE DI KOTA MOJOKERTO

Abstract

This research aimed to determine the effect of promotion, price, and service on the consumers’ decision of using Grab Bike located in Mojokerto City. The research was quantitative. Moreover, the research population was customers who had ever used Grab Bike located in Mojokerto City. Meanwhile, the research sample technique used simple random sampling with Lemeshow formula as the instrument. In line with that, there were 100 respondents of consumers as the sample. Furthermore, the research data was primary data which were obtained from questionnaires distributed. Moreover, the data collection technique used the Likert scale. In addition, the research data analysis technique used the multiple linear regressions analysis method with SPSS (Statistical Product and Service Solutions). The research result concluded that the promotion variable had a significantly positive effect on the consumers’ decision, the price variable had a significantly positive effect, and the service variable had a significantly positive effect on the consumers’ decision.