Pengaruh Brand Image dan Word of Mouth dalam Penggunaan E-Wallet Gopay terhadap Keputusan Pembelian Suatu Produk

Abstract

This study aims to determine the effect of brand image and word of mouth on purchasing decisions through the use of the GoPay e-wallet. The research focuses on examining whether consumers’ perceptions of the GoPay brand and recommendations shared by other users influence their decision to use the payment service and subsequently affect product purchasing decisions. The data analysis techniques employed include data quality testing through validity and reliability tests, classical assumption testing consisting of normality, multicollinearity, and heteroscedasticity tests, multiple linear regression analysis, and hypothesis testing. These analytical procedures were applied to ensure that the research instruments and statistical models met required standards. The findings indicate that brand image does not have a significant influence on consumers’ decisions to use the GoPay e-wallet. Meanwhile, word of mouth has a positive and partially significant influence on the decision to use GoPay. In addition, the decision to use the GoPay e-wallet has a positive and significant effect on product purchasing decisions. These results suggest that interpersonal recommendations play a more important role than brand image in encouraging consumers to use GoPay. Furthermore, the use of GoPay can contribute to purchasing decisions by providing a practical, accessible, and convenient digital payment method.