The Impact of Service Quality and Word of Mouth on Purchase Decision on MSMEs

The challenge of MSMEs to survive after Covid-19 is increasingly hard. Industry 4.0 has been taking over several jobs human being. Even though, the that and develop their business adapt with technology online platform able gain attention customer. for selling a product or service currently in high demand due ease use payment. Therefore, company should provide best quality product, quality, catchy promotion consumer Moreover, there are few study investigate WOM on purchase intention since investigating customer satisfaction common while directly it relationship intention. this aimed word mouth decision partially simultaneously. method employs quantitative multiple regression analysis. data primary which obtained from respondents through questionnaire. result partially, positive significant as well decision. Meanwhile, simultaneously, impact level about 54.6%.