Proceeding International Seminar of Islamic Studies
INSIS 3 (February 2022)

THE EFFECT OF PRICE AND PROMOTION ON USER LOYALTY OF ONLINE TRANSPORTATION SERVICES (GRAB) IN THE TIME COVID-19 PANDEMIC

Rini Astuti (Unknown)
Roby Randyka (Unknown)



Article Info

Publish Date
07 Mar 2022

Abstract

The purpose of this study was to determine the effect of price and promotion on Loyalty of Online Transportation Service Users (Grab) during the covid 19 pandemic (study on students of the Faculty of Economics and Business, University of Muhammadiyah North Sumatra) either partially or simultaneously.The approach in this study uses an associative approach. The population in this study were all students of the Faculty of Economics and Business, University of Muhammadiyah North Sumatra who used online transportation services (Grab). The sampling technique in this study used the zikmund formula so that a sample of 100 people was obtained. The data collection techniques used the questionnaire distribution method with multiple linear regression analysis techniques using the IBM SPSS 21 analysis tool.Based on the results of the study indicate that promotion has a significant influence on customer loyalty of online transportation services users (Grab) on students of the Faculty of Economics and Business, University of Muhammadiyah North Sumatra. Pricse has a significant effect on customer loyalty of online transportation services users (Grab) on students of the Faculty of Economics and Business, University of Muhammadiyah North Sumatra. Promotions and prices have a significant influence on customer loyalty using online transportation services (Grab) for students of the Faculty of Economics and Business, University of Muhammadiyah North Sumatra.Keyword: Keywords: Price, Promotion, Loyalty

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Journal Info

Abbrev

insis

Publisher

Subject

Religion Arts Astronomy Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Mathematics Physics Other

Description

Proceeding International Seminar of Islamic Studies, published by the Faculty of Islamic Religion, University of Muhammadiyah Sumatera Utara (UMSU), Medan, Indonesia, which includes articles on the scientific research field of Islamic studies and Islamic education, Islamic law, and Islamic ...