Pengaruh Kualitas Pelayanan, Brand Image dan Word of Mouth terhadap Keputusan Pembelian pada Pengguna Jasa PT. Happy Wedding Service (HWS Production)

Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan, brand image dan word of mouth terhadap keputusan pembelian pada pengguna jasa PT. Happy Wedding Service (HWS Production) di Surabaya. Penelitian menggunakan pendekatan kuantitatif asosiatif dengan desain survei melalui kuesioner kepada 51 responden. Hasil penelitian menunjukkan bahwa kualitas pelayanan dan brand imae tidak berpengaruh signifikan, sedangkan word of mouth berpengaruh signifikan terhadap keputusan pembelian. Secara simultan, ketiga variabel tersebut berpengaruh signifikan terhadap keputusan pembelian jasa pada pengguna HWS Production.

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This study aims to analyze the influence of service quality, brand image, and word of mouth on purchase decisions among customers of PT. Happy Wedding Service (HWS Production) in Surabaya. The research used an associative quantitative approach using a survey design, with data collected through questionnaires distributed to 51 respondents. The results indicated that service quality and brand image have no significant effect on purchase decisions, while word of mouth exerts a significant influence. Simultaneously, the three variables collectively have a significant effect on the purchase decisions of HWS Production service users.