PENGARUH WORD OF MOUTH DAN BRAND IMGE TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN PRODUK BAKPIA KUKUS TUGU JOGJA

Abstract

This study aims to determine the effect of Word Of Mouth and Brand Image variables on the decision making of Bakpia Kukus Tugu Jogja. This research method is analytical descriptive with survey technique. The research location is the Special Region of Yogyakarta. The method of determining the sample using Non-Probability Sampling with the type of Accidental Sampling. The sample of this study obtained 100 respondents. The analytical method used is econometrics with multiple linear regression models. The results showed that the variables Word Of Mouth and Brand Image together influenced the purchasing decision of Bakpia Kukus Tugu Jogja with a significance of 0.000. Word of Mouth individually has a positive influence on purchasing decisions of Bakpia Kukus Tugu Jogja, Brand Image individually has a positive influence on purchasing decisions for Bakpia Kukus Tugu Jogja.

Keywords: Brand Image, Purchase Decision Making, Multiple Linear Regression, Word of Mouth