Pengaruh Promosi, Potongan Harga, Citra Merek, dan Social Media Marketing Terhadap Keputusan Pembelian Pada Pengguna Layanan Grabfood (Studi pada Mahasiswa di Universitas Muhammadiyah Surakarta)

This study tries to analyze the effect of promotion, price discounts, brand image, and social media marketing on purchasing decisions. In this study used sample of 100 students of the University of Muhammadiyah Surakarta. The sample selection method uses purposive sampling and the data used are primary data in the form of questionnaires. The data analysis method used is multiple linear regression analysis. The results of this study showed that promotion has a significant positive effect on purchasing decisions with t test results with a significance value of 0.049 less than 0.05, price discounts have a positive and significant effect on purchasing decisions with t test results with a significance value of 0,000 less than 0.05 , brand image has a significant positive effect on purchasing decisions with the results of the t test significance value of 0.003 smaller than 0.05 and social media marking has no significant positive effect on purchasing decisions with the results of t test with a significance value of 0.483 greater than 0.05. R Square value of 0.483 indicates that variations in promotion (X1), discounted prices (X2), brand image (X3), and social media marketing (X4) are able to explain variations in changes in purchasing decision variables (Y) by 50,4% while the remaining 49,6% is explained by other variables outside the mode