PENGARUH PROMOSI, GAYA HIDUP, DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PENGGUNAAN TAKSI ONLINE BLUE BIRD

Abstract

Blue Bird Group is a business group engaged in the field of transportation services. To maintain the level of sales required several approaches that can influence consumer purchasing decisions such as promotion, lifestyle, and price perception. The purpose of this study is to determine the influence of promotion, lifestyle, and price perceptions of decisions on the use of online taxi services Blue Bird.This research was conducted in Denpasar City with the number of samples of 105 respondents. Sampling technique in this research using probability sampling method that is random sampling. Data collection was done through questionnaires using Likert scale to measure 15 questions with data analysis technique used is multiple linear regression. Based on the analysis found that promotion, lifestyle, and perception of prices partially have a positive and significant impact on the decision of use. This suggests that the better promotion, lifestyle, and price perceptions, the use decisions are increasing, so Blue Bird Group is expected to publish promotions and price perceptions to consumers and follow the lifestyle of consumers in order to customize consumer desires with the product.

Keywords: Promotion, lifestyle, price perception, use decision.