The  effect of word of mouth, brand image, and online advertising on purchase decisions using grab-food services

Levi Kusuma Putra; Zakaria Wahab; Marlina Widiyanti; Muchsin Saggaf Shihab

doi:10.29332/ijls.v5n2.1390

Authors

Levi Kusuma Putra
levikusumaputra01@gmail.com
Master of Management, Sriwijaya University, Palembang, Indonesia
Zakaria Wahab Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Marlina Widiyanti Lecturer of Magister Management, Economic Faculty, Sriwijaya University, Palembang, Indonesia
Muchsin Saggaf Shihab Lecturer of Bakrie University, Jakarta, Indonesia

Keywords:

brand image, grab-food, online advertising, purchase decision, word of mouth

Abstract

This study aimed to determine the effect of word of mouth, brand image, and online advertising on purchasing decisions using Grab-Food services. The population in this study is consumers who use Grab-Food services. The sample in this study was 108 consumers who were obtained through sampling techniques with quota sampling and purposive sampling methods. The data collection method used a questionnaire distributed to all consumers, and the data was processed using multiple linear regression analysis. The results of the multiple linear analysis show that word of mouth, brand image, and online advertising has positive and significant effects on purchasing decisions using Grab-Food services.

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