This study to measure the contribution of word of mouth and below-the-line to the purchasing decision UBER services in Bandung. UBER usage in Bandung is expected to improve transportation services, which became one of the solutions of efficiency and avoid congestion that often occurs in the city of Bandung. The method used is Survey with descriptive quantitative techniques and causality. By using SPSS software version 23. Respondents used were 100 people who are UBER customers in Bandung. Research results revealed that both partially and jointly Word Of Mouth and Below-The-Line positive and significant impact on the purchase decision UBER services in Bandung. The results of the study further disclose that the Below-The-Line most influence on the purchase decision than Word Of Mouth. On the empirical findings of this study, Purchase Decision UBER services in Bandung can be improved through Below Of The Line which is a major determinant and Word Of Mouth which is the second deciding factor.
Key word: Word of Mouth, Below the line, Purchasing Decision