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

This study aims to analyze the influence of service quality, word of mouth, and brand image on consumer purchasing decisions at Putra Ponorogo MSMEs. The method used was quantitative research, distributing questionnaires to 75 respondents, and analyzing the data using multiple linear regression. The results showed that all three variables—service quality, word of mouth, and brand image—have a positive and significant influence on purchasing decisions. This finding emphasizes the importance of improving service quality, strengthening recommendations among consumers, and building brand image to drive purchasing decisions at Putra Ponorogo MSMEs.
Keywords: Service Quality, Word of Mouth, Brand Image, Purchasing Decisions, MSMEs