The Influence of Word of Mouth and Brand Image on Using Decisions Grabfood Services

Fikri Nazih Juniansyah; Karona Cahya  Susena; Nia  Indriasari

doi:10.53697/jim.v1i4.310

Authors

Fikri Nazih Juniansyah Study Program of Management Faculty of Economic, Universitas Dehasen Bengkulu
Karona Cahya Susena Department of Management, Faculty of Economic, Universitas Dehasen Bengkulu
Nia Indriasari Department of Management, Faculty of Economic, Universitas Dehasen Bengkulu

DOI:

https://doi.org/10.53697/jim.v1i4.310

Keywords:

Word Of Mouth, Brand Image, Service Usage Decision

Abstract

The purpose of this study was to determine whether there is an influence of word of mouth and brand image on the decision to use Grab Food services in Bengkulu City. This research uses quantitative research methods, where research data contains numbers and is analyzed using statistics. With a sample of 100 respondents, respondents were given several statements about the influence of word of mouth and brand image on the decision to use Grabfood services. Simultaneous Hypothesis testing, Fratio value is 75,537 with probability value (sig.) = 0.000. meaning that the significance value is less than the probability value of 0.05 or the value (sig.) 0.000 < 0.05, then Ha is accepted. This means that the variable Word of Mouth (X1) , Brand image (X2) both have a positive and significant effect on the Decision to Use Grab Food Services in Bengkulu City.