Agus Rahmadsyah, Sri Rezeki

Analysis of Service Quality and Sales Promotion on Consumer Decisions in Using the Grab Bike Application

Introduction

Analysis of service quality and sales promotion on consumer decisions in using the grab bike application. Investigasi pengaruh kualitas layanan & promosi penjualan terhadap keputusan konsumen menggunakan Grab Bike. Studi pada mahasiswa STIE Eka Prasetya menunjukkan dampak positif & signifikan.

Abstract

This study aims to determine the effect of Service Quality on Decisions to Use on Grab Bikes, determine the effect of Sales Promotion on Decisions to Use on Grab Bikes, determine the effect of Service Quality and Sales Promotion on Decisions to Use on Grab Bikes. The population in this study were all students of STIE Eka Prasetya as many as 1,122 students from 2017 to 2020. Using the Slovin formula with an error rate of 10%, the total sample size was 92 respondents. The results of the study show that Service Quality and Sales Promotion partially have a positive and significant effect on the Decision to Use Grab Bike consumers. The results of the study show that Service Quality and Sales Promotion simultaneously have a positive and significant effect on the Decision to Use Grab Bike consumers. The results of this study are supported by the value of R square (R2) which means that Service Quality and Sales Promotion have an influence on the Decision to Use. While the rest is influenced by other factors that come from outside this research model such as advertising, consumer behavior, satisfaction, loyalty, price and other variables.

Review

This study critically examines the influence of service quality and sales promotion on consumer decisions to utilize the Grab Bike application, a highly relevant topic within the competitive ride-hailing industry. The abstract clearly articulates the study's objectives: to ascertain the individual and combined effects of these two factors on consumer usage decisions. The core findings consistently indicate that both service quality and sales promotion significantly and positively impact the decision to use Grab Bike, both when considered separately and when analyzed in conjunction. This establishes a foundational understanding of key drivers for consumer adoption in this sector. Methodologically, the research employed a quantitative approach, focusing on a specific population of 1,122 university students from STIE Eka Prasetya. The sample size of 92 respondents was determined rigorously using the Slovin formula with a 10% error margin, indicating a systematic effort in sample selection. The abstract highlights that the statistical analysis, specifically the R-square value, supports the conclusion that service quality and sales promotion significantly influence consumer decisions. While the specific analytical techniques (e.g., type of regression) are not detailed in the abstract, the reported partial and simultaneous effects strongly suggest the application of standard multivariate statistical methods. The findings offer practical implications for Grab Bike and other ride-hailing platforms, underscoring the importance of investing in both service excellence and strategic promotional activities to enhance user acquisition and retention. The study thoughtfully acknowledges that a substantial portion of consumer decision-making is influenced by other external factors such as advertising, consumer behavior, satisfaction, loyalty, and pricing, providing a clear avenue for future research. To further strengthen its contribution, the full paper should ideally elaborate on the specific dimensions of service quality and sales promotion investigated, and discuss the practical implications of the R-square value in greater detail for strategic business planning.

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