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