PENGARUH KUALITAS PELAYANAN, WORD OF MOUTH, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA UMKM PUTRA PONOROGO

Abstract

This study aims to analyze the influence of service quality, word of mouth, and brand image on consumer purchase decisions in Putra Ponorogo MSMEs. The method used was quantitative research with the distribution of questionnaires to 75 respondents, as well as data analysis using multiple linear regression. The results of the study show that the three variables of service quality, word of mouth, and brand image have a positive and significant effect on purchase decisions. These findings affirm the importance of improving service quality, strengthening recommendations between consumers, and building brand image to encourage purchase decisions for Putra Ponorogo MSMEs

Keywords: Service Quality, Word of Mouth, Brand Image, Purchase Decision, MSMEs