<![CDATA[In today's highly competitive business environment, especially among bakery MSMEs in Ponorogo, maintaining a strong brand image, delivering quality service, and promoting halal awareness have become essential strategies to influence consumer purchasing decisions. This study aims to examine the effects of brand image, service quality, and halal awareness on purchase decisions in the context of local bakery MSMEs. Employing a quantitative method with accidental sampling, the data were analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, hypothesis testing, multiple regression, and coefficient of determination (R²) analysis. The findings reveal that brand image has no significant effect on purchase decisions (sig. > 0.05), indicating varying consumer perceptions. Conversely, service quality and halal awareness both have a positive and significant influence (sig. < 0.05), emphasizing their roles in shaping consumer choices. The model accounts for 60.4% of the variance in purchase decisions (R² = 0.604), and the F-test confirms that all three variables jointly affect consumer purchasing behavior.]]>
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