<![CDATA[This study aims to determine the influence of Service Quality, Digital Marketing, and Word of Mouth on purchasing decisions among consumers of the Jarfa Ponsel store. The study employs a quantitative approach with an associative research design. Data were collected by distributing questionnaires to Jarfa Ponsel consumers. The study population consisted of all Jarfa Ponsel consumers; as the exact population size was unknown, purposive sampling was used as the sampling technique. Based on the Lemeshow formula, a sample of 115 respondents was obtained. Data analysis was conducted using multiple linear regression. The results indicate that Service Quality, Digital Marketing, and Word of Mouth each have a positive and significant partial effect on purchasing decisions. Simultaneously, these three variables also exert a positive and significant influence on purchasing decisions. The Adjusted R-Square value of 0.784 indicates that 78.4% of the variation in purchasing decisions can be explained by Service Quality, Digital Marketing, and Word of Mouth, while the remaining 21.6% is influenced by variables outside the scope of this study.]]>
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