THE INFLUENCE OF SERVICE QUALITY AND BRAND IMAGE ON PURCHASING DECISIONS USING WORD OF MOUTH AS AN INTERVENING VARIABLE FOR GRAB BIKE USERS

Dipa Aulia, Muhammad Arif

Abstract


The purpose of this study was to determine the effect of service quality and brand image on purchase decisions by word of mouth for Grab Bike users. The research method used in this research is to use an associative approach. The population in this study are users of GrabBike. This study uses a type of non-probability sampling, namely by using accidental sampling, which is the process of taking respondents to be used as samples based on samples that the researcher happened to meet. The implementation of incidental sampling was carried out on students of Muhammadiyan University, North Sumatra, Medan State University, North Sumatra State Islamic University and Medan Area University with a total of 120 samples. The data collection technique used is a questionnaire/questionnaire. Data analysis techniques in this study used descriptive statistical analysis and data analysis using partial least squares (PLS). Data processing in this study uses the Smart PLS Software program. Based on the research results, Brand Image influences Word Of Mouth. Word Of Mouth influences Purchasing Decisions and Brand Image influences Word Of Mouth which is mediated by Purchasing Decisions.


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