THE ANALYSIS OF WORD OF MOUTH (WOM) AND BRAND IMAGE ON PURCHASING DECISIONS

Main Article Content

Nur Farida
Muhajir Sofi
Susetyorini

Abstract

Background. A good brand image owned by the company will make it easier for customers to decide on a purchase. Words of mouth (WOM) are positive or negative experiences communicated by someone after buying a product.


Research Purpose. This study aims to examine and prove the analysis of Word of Mouth (WOM) and brand image on purchasing decisions.


Research Method. This study used quantitative with a case study approach at Harapan Minimarket Tuban Regency, East Java Indonesia. The population was 120 respondents and the number of samples taken was 100 respondents using non-purposive sampling. Data collection was done by using questionnaires. Data analysis used multiple linear regression.


Findings. The results showed that a lot of Word of Mouth (WOM) was shown to have a positive and significant influence on increasing purchasing decisions at Harapan Minimarket. Then a quality brand image has a positive and significant effect on purchasing decisions at Harapan Minimarket.


Conclusion. Finally, Word of Mouth (WOM) and brand image simultaneously have a positive and significant effect on increasing purchasing decisions at Harapan Minimarket.

Article Details

How to Cite
Farida, N., Sofi, M., & Susetyorini. (2023). THE ANALYSIS OF WORD OF MOUTH (WOM) AND BRAND IMAGE ON PURCHASING DECISIONS. DIVERSITY Logic Journal Multidisciplinary, 1(1), 1–7. https://doi.org/10.61543/div.v1i1.16
Section
Articles

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