PENGARUH BRAND IMAGE, E-WOM DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Currently, the ease of technology makes benefits for consumers in terms of ease and speed in conducting transactions. One of them is the online food delivery service. This research aimed to find out the effect of brand image, E-WOM, and service quality on the purchasing decision. The research population used Shopee food consumers in Surabaya with a large number and unlimited (infinite) with the use of Lemeshow formula it obtained 100 respondents as research samples. This research was comparative causal. Furthermore, the research data source used primary data. Meanwhile, the research analysis technique used multiple linear regressions analysis. The research result showed that brand image, E-WOM, and service quality had a positive and significant effect on the purchasing decision for the users of Shopee food in Surabaya. Moreover, the coefficient determination result indicated that the variables of brand image, E-WOM, and service quality had a 49.3% contribution to the purchasing decision, while the rest was 50.7% affected by other variables outside the research model.