ANALISIS PENGARUH BAURAN PROMOSI TERHADAP KEPUTUSAN PENGGUNAAN JASA GRAB DI PONTIANAK
One of the developing industries is the transportation industry. Transportation is a very important requirement for people's daily lives to move goods or people from one place to another. In Indonesia, there are many business people engaged in this field online, namely: Grab, Gojek, Anterin, Cyberjek, Bonceng, Gaspol, Bitcar, Maxim, Fastgo, and Beujek. Grab online transportation is the first decacorn startup in Southeast Asia. Businessman will be faced with how promotions will be made to introduce the industry and encourage the public to make purchases. So the purpose of this research was to determine the effect of the promotion mix simultaneously or partially on the decision to use Grab, especially at Grab Food in Pontianak. In this research, the writer used quantitative research methods with associative research form. The independent variables in this study were Advertising, Public Relations-Publicity, and Sales Promotion. The writer used observation and questionnaire techniques to collect data and take respondents as many as 40 people and used purposive sampling techniques. Then an analysis used quantitative techniques, multiple linear regression analysis and SPSS version 25. Based on the results of observations and analyzes conducted in this study, it can be concluded that the promotional mix (Advertising (X1), Public Relations-Publicity (X2), Sales Promotion (X3) ) Grab simultaneously influences the purchase decision (Y). As for partially, there was only one (1) independent variable that influences, namely Sales Promotion (X3).