THE EFFECT OF WOM (WORD OF MOUTH) AND BRAND IMAGE ON THE PURCHASE DECISION (STUDY OF ONLINE TRANSPORTATION SERVICES GOJEK IN SUKABUMI)

Abstract

The purpose of this study was to determine the effect of word of mouth and brand image on the purchase
decision of GOJEK. This research is a quantitative approach of research. The population in this study is the
people of Sukabumi City who have used GOJEK. The sampling technique uses an accidental sampling method
with a sample of 100 people. Data processing was carried out using Descriptive Analysis and Multiple Linear
Regression Analysis using SPSS 25. The results of this study indicate that the variables of word of mouth and
brand image have a significant effect on the purchase decision of GOJEK online transportation services,
simultaneously and partially .