PENGARUH WORD OF MOUTH DAN CITRA MEREK TERHADAP LOYALITAS KONSUMEN GO-JEK DI YOGYAKARTA

Abstrak

This research was conducted in Yogyakarta. The research purpose is to test the effect of word
of mouth and brand image on GO-JEK consumer loyalty in Yogyakarta.
The population in this study are all GO-JEK service users who have used GO-JEK services
at least once a week in Yogyakarta. The samples taken were 175 respondents. This study using
primary data and the type of research is quantitative research with questionnaires.
The data analysis method used to answer the research problems is: descriptive analysis
which includes the characteristics of the respondents; research instrument test which includes
validity and reliability tests; quantitative analysis which includes multiple linear regression
analysis.
The results of testing the validity and reliability for the questionnaire are obtained results
that 37 items of statements used there are 3 items that are invalid and others are valid and reliable
as an estimator. And the regression equation is Y = 1.063 + 0.253 X1 + 0.374 X2. While the
coefficient of determination is 0.315 which means 31.5% is explained by word of mouth variables
and brand image of GO-JEK consumer loyalty while the remaining 68.5% is explained by other
variables outside the research model.

Keywords: word of mouth, brand image, and consumer loyalty