PENGARUH E-WOM, KEPERCAYAAN MEREK, DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PADA GRAB DI KOTA BATAM

Abstract

This study aims to evaluate the role of e-WOM, brand trust, and brand image in shaping purchasing decisions in Batam City. This study uses a descriptive quantitative approach, targeting respondents who are active users of the Grab application. Sampling was carried out using a purposive sampling technique and the sample size was determined using Jacob Cohen's formula, resulting in a total of 204 respondents. The data analysis process includes data quality testing, classical assumption testing, influence testing, and hypothesis testing. The results show that e-WOM contributes 44.6% to purchasing decisions, brand trust contributes 31.7%, and brand image contributes 29.3%. The coefficient of determination (R²) analysis shows that trust, brand image, and satisfaction together explain 82.7% of the variation in purchasing decisions. Based on the results of statistical tests, trust, brand image, and satisfaction are proven to have a positive and significant influence, both individually and collectively, on purchasing decisions in Batam City.