PENGARUH WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN WARUNG KASEMO PAN JAVA DI KOTA MALANG)

The purpose of this study is to describe consumer responses regarding word of mouth, brand image and purchasing decisions, analyze the influence of brand image on purchasing decisions, the influence of word of mouth on purchasing decisions and the dominant influence between brand image and word of mouth on purchasing decisions. The type of research used in this study uses a quantitative approach, with a population of Warung Kasemo consumers in Malang City, with a sample size of 110 respondents. The data analysis technique uses a scale range and multiple linear regression analysis. The results of the analysis show that word of mouth is in the good category, brand image is good and purchasing decisions at Warung Kasemo are in the high category. Word of mouth has a significant effect on purchasing decisions at Warung Kasemo. Brand image has a significant effect on purchasing decisions at Warung Kasemo. The results of the analysis show that word of mouth has a dominant influence on purchasing decisions at Warung Kasemo, meaning that changes in word of mouth have a greater influence on purchasing decisions at Warung Kasemo compared to brand image