PENGARUH WORD OF MOUTH DAN KUALITAS LAYANAN TERHADAP BRAND IMAGE GOJEK DI KOTA BEKASI

Kusumaningtias, Yulinda (2025) PENGARUH WORD OF MOUTH DAN KUALITAS LAYANAN TERHADAP BRAND IMAGE GOJEK DI KOTA BEKASI. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study aims to determine the effect of Word of Mouth and Service Quality on Gojek Brand Image. Consumers who have used Gojek services at least three times or more. This research method is descriptive with a quantitative approach. The data used was obtained through interviews, observations, questionnaires with a sample of 100 respondents. The analysis obtained the results, namely Fhitung with a value of 24.443 and 0.000, then rejected H0 and accepted Ha. The result is that word of mouth and service quality together have a significant effect on brand image. Furthermore, the t test on the word of mouth variable (X1) obtained 3,881 with a significance of 0.000 <0.05, so it rejects H0 and accepts Ha. These results indicate that word of mouth has a significant effect. Then service quality has a significant effect on brand image, this can be seen through the X2 = 4.348 tcount test with a significance level of 0.000 <0.05, then H0 is rejected and Ha is accepted. This effect can be predicted through the regression equation Y = 6.699 + 0.313 (X1) + 0.262 (X2). These results show that word of mouth and service quality together affect brand image by 33.5%, while the remaining 66.5% is influenced by other factors outside this study.

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