THE IMPACT OF WORD OF MOUTH AND BRAND IMAGE ON BUYING DECISIONS OF ZOMATO GOLD’S MEMBERSHIP

Nesya Nada
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Abstract

In January 2020, Zomato Gold has around +1500 restaurant partners in JABODETABEK within total members +100.000. Zomato gold focuses on the FNB world, where other competitors have beneficial besides FNB such as spa, fitness, salon. It aims to stay in the FNB corridor. The purpose of this study is to investigate the Impact Word of Mouth and Brand Image on Buying Decisions. The objective of this research is the sales of Zomato Gold’s membership affected the variables, by obtained samples from the questionnaire results of 102 active users of Zomato Gold. Simultaneous test results (F) showed a significance value (p-value) smaller than the alpha value of 0.000 <0.05. The effect of the two variables on the Buying Decision is 43.3% while the remaining 56.7% represents the influence of other variables. Thus, companies need more focus on Brand Image, improve their services on Zomato Gold, it can affect the impact of variable WOM more positively.
口碑和品牌形象对zomato gold会员购买决策的影响
截至2020年1月,Zomato Gold在JABODETABEK拥有约1500家餐厅合作伙伴,会员总数为10万。Zomato gold专注于FNB世界,其他竞争对手除了FNB之外还有水疗,健身,沙龙等。它的目标是留在FNB走廊。本研究的目的是探讨口碑和品牌形象对购买决策的影响。本研究的目的是Zomato Gold会员的销售影响变量,通过从102个Zomato Gold活跃用户的问卷调查结果中获得样本。同时检验结果(F)显示显著性值(p值)小于alpha值0.000 <0.05。这两个变量对购买决策的影响为43.3%,而其余56.7%代表其他变量的影响。因此,企业需要更加注重品牌形象,提高对Zomato Gold的服务,这可以更积极地影响变量口碑的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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