PENGARUH CITRA MEREK DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PENGGUNAAN APLIKASI DANA

This study is to reveal the impact of brand image and electronic word of mouth on the use of the Dana application. Usage decisions are mental or cognitive processes that users carry out when choosing between various available options. Dana faced security issues and poor customer service, but saw an increase from 35 million to 170 million users pre-COVID-19 to today. due to feature innovation and effective marketing. This study implemented a quantitative approach using purposive sampling techniques and distributed questionnaires online and filled in by 145 respondents who used the Dana application. Data were analyzed using SPSS through validity and reliability tests, classical assumption tests, multiple linear regression tests. From the results of the study, brand image and electronic word of mouth have an absolute and relevant influence on usage decisions. Validity and reliability tests state that brand image and electronic word of mouth have an absolute impact on usage decisions. This study provides implications for Dana application managers to strengthen brand image and utilize electronic word of mouth to increase use of the Dana application in the future. Keywords: Brand Image, Electronic Word of Mouth, Usage Decisions