Laila Branded Ponorogo is a shopping place that is quite famous by providing many brands from Matahari Department Store. With so many people looking for a place to buy branded products at low prices, this study aims to identify what makes customers buy at Laila Branded Ponorogo. The data used is original data collected through research questionnaires, and the methodology is quantitative. Using a non-probability sampling strategy including incidental sampling procedures, this study examines Laila Branded Ponorogo's customers. At Laila Branded Ponorogo, promotions from WOM, brand perception, and perceived price all play a role in the customer's final purchase.

Keywords: word of mouth; brand image; price perception; Purchase decision