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Jayadi Jayadi
Universitas Merdeka Madiun
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Journal : JENIUS (Jurnal Ilmiah Manajemen Sumber Daya Manusia)

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Marketing Mix Analysis of Purchasing Decisions Through the Grabfood Application in Bandar Lampung Jayadi, Jayadi; Permatasari, Berlintina; Candra, Ade
Jurnal Ilmiah Sumber Daya Manusia Vol 8 No 2 (2025): JENIUS (Jurnal Ilmiah Sumber Daya Manusia)
Publisher : Universitas Pamulang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32493/JJSDM.v8i2.45158

Abstract

This research aims to find out how much influence the marketing mix (product, price, place and promotion) has on food purchasing decisions in the Grab Food application. The target population for this research is people who use the Grab Food Application in the city of Bandar Lampung, and the sample took the entire population using a non-probability sampling method. The research results show that the Marketing Mix together has a positive and significant effect on purchasing decisions via the Grabfood application in Bandar Lampung. Based on the table, the coefficient of determination shows an R Square number with a value of 92. This shows that 0.92% of the influence can be explained by the independent variable marketing mix on the dependent variable (purchasing decision), while the remaining 0.8% is explained by other variables that were not tested in this research.
Co-Authors . Syamsulbahri Abd. Aziz Ahmad Abdul Basyir, Abdul Acep Ponadi, Acep Ade Candra, Ade Agung Rachmat Raharja Agus Sukarto Wismogroho, Agus Sukarto Aguswandi, Aguswandi ahmad yani Akhiruddin Maddu Andi Yusuf Andika, Adik Putra Andre, Herkulanus Angga Pramudianto Angka Utama Apriyanto, Bambang Aripin Arita Marini Asra, A. Andriyani Auliyah, Andi Nur Azzahra, Azizah Choirunisa Bara, Leonardus Pransus Baru, Habel Baskoro, Bimmo Dwi Bayu, Aprilius Beddu Tang Boby, Boby Chichilia, Angeline Damis Hardiantono, Damis Dede Mulyana, Dede Didik Aryanto EDI SAPUTRA Edwita, Edwita Elin Herlina, Elin Erry Utomo Fajri, Alfidha Sepyantini Fatimah Setiani Firdarini, Cherly Frederik Haryanto Sumbung, Frederik Haryanto Fujiyanti, Fujiyanti Gita Anggraini, Gita Gumgum Gumelar Fajar Rakhman Hamdillah, Andi Hardi, Alif Aryadi Hariyani, Nunik Hariyanto, Arie Harlina Harlina Harun Joko Prayitno Haseng, Kodding Hasri Hasri Hendri, Pebrianus Heriansah, Heriansah Heriyanto, Agus Hidayati, Nanda Husen, Mohammad Saddam Ilahi, Rahmat jendri, jendri Judijanto, Loso Jumarli, Andi Karima, Imanda Kartikaningsih, Dewi Kasnir, Muh. Kholisussa'di Kholisussa'di Kristina Kristina Mahmuddin Mahmuddin manurung, jack suman rulis Mardhiyah, Rifdah Maria Magdalena Widiantari Marshela, Prolice Anggraeni Maulana, Gilang Misyanto Mohamad Syarif Sumantri Muchlis Alahudin, Muchlis Muchsam, Yoki Muftil Badri Muhamad Rusdi Mulya, Marga Asta Jaya Murti, Endang Nofirman, Nofirman Nurliana, Andi Nursyahran Nursyahran Nursyahran, Nursyahran Oktaviani, Anna Maria Pangeran Paita Yunus Paulus Mangera, Paulus Perawati Bte Abustang Permatasari, Berlintina Pisor, Pisor Pratama Putra, Vernando Rijaluddin, Khalid riswandi, noer Rosada, Ida Rusdianto Rusdianto, Rusdianto Rustam Rustam Sa'di, Kholisus Sabri Hasan Santos, Maria Herlinda Dos Sari, Yessie Setiawati Setiawati Simanjuntak, Robby Siskariyanti Siskariyanti, Siskariyanti Sudarmadji Sudarmadji Sugiman Sugiman Suherman, Suherman Sumarsid, Sumarsid Susanti, Juliya Sutarti Sutarti Tajuddin, Mustamin Tang, Beddu Tangsi, Tangsi Triana, Hana Wahyu Bambang Widayatno, Wahyu Bambang Wardani, Widia Sentia Wicipta, Mangat Wijaya, Sastra Wina, Prakusa Yohanes Yohanes Yudi Priyadi Yuli Triastuti Yuridistya Primadhita Zakaria, Gamal Abdul Nasir Zulela Ms Zulin Nurchayati