<![CDATA[This study aims to analyze the effect of brand image and word of mouth on consumer purchase intention at Toko Jamu Ramah in Lamongan Regency using a quantitative approach through a survey method of customers who have made purchases. The sampling technique used accidental sampling with a total of 100 respondents, and data were collected through a questionnaire using a five-point Likert scale. Data analysis was conducted using Structural Equation Modeling (SEM) based on Partial Least Square (PLS) with the assistance of SmartPLS 4 software, which includes evaluation of the measurement model (outer model) through validity and reliability tests as well as evaluation of the structural model (inner model) to examine relationships between variables and hypothesis testing using bootstrapping. The results indicate that brand image has a positive and significant effect on purchase intention (β = 0.343, t = 2.970, p = 0.003), and word of mouth also has a positive and significant effect on consumer purchase intention (β = 0.372, t = 3.172, p = 0.002). Simultaneously, both variables are able to explain the variation in purchase intention at a moderate level (R² = 0.417), indicating that improving brand image and encouraging positive communication among consumers can increase purchase intention for products at Toko Jamu Ramah. Keywords: Brand Image, Word of mouth, Purchase Intention.]]>
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