PENGARUH CITRA MEREK, KUALITAS PELAYANAN, DAN WORD OF MOUTH TERHADAP KEPUTUSAN KONSUMEN MEMILIH JASA WEDDING ORGANIZER ELEXTRA PALEMBANG

This study aims to determine the influence of brand image, service quality, and word of mouth on consumers' decisions to choose the services of Elextra Wedding Organizer Palembang. This study uses a quantitative approach to analyze the influence of brand image, service quality, and word of mouth on purchasing decisions in using Elextra Wedding Organizer services. Sampling was conducted using a saturated sample, taking the entire population, resulting in 47 respondents who are users of Elextra wedding organizer services to be studied. The data obtained through questionnaires were processed using IBM SPSS version 25.0 with multiple linear regression analysis techniques. The results of hypothesis testing show that brand image has a partial and significant effect on consumer decisions in choosing Elextra Wedding Organizer services. Service quality has a partial and significant effect on consumer decisions in choosing Elextra Wedding Organizer services. Word of Mouth does not have a partial and significant effect on Consumer Decisions in choosing Elextra Wedding Organizer services. Brand Image, Service Quality, and Word of Mouth have a simultaneous and significant effect on Consumer Decisions in choosing Elextra Wedding Organizer services.