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This study aims to explain and examine the influence of Word of Mouth, location, and price on purchase decisions of consumers at Toko Kopi Epidemi Jombang. A quantitative method with a causal research approach was applied. Data were collected through questionnaires distributed to 80 respondents. The analysis techniques included validity test, reliability test, normality test, linearity test, multicollinearity test, heteroscedasticity test, multiple linear regression, t-test (partial), F-test (simultaneous), and the coefficient of determination (R²), using SPSS version 26. The results showed that partially, tabel had a significant effect on purchase decisions with a significance value of 0.000 < 0.05 and a t-value of 4.483 > t-table 1.995. The location variable did not have a significant effect on purchase decisions, with a significance value of 0.640 > 0.05 and a t-value of 0.470 < t-table 1.995. Meanwhile, price had a significant effect on purchase decisions with a significance value of 0.000 < 0.05 and a t-value of 2.181 > t-table 1.995. Simultaneously, Word Of Mouth, location, and price had a significant effect on purchase decisions with a significance value of 0.000 < 0.05 and an F-value of 27.623 > F-table 2.70. The coefficient of determination (R²) indicated that the three variables collectively explained 52.2% of the variance in purchase decisions, while the remaining 47.8% was influenced by other factors not examined in this study.

Abstract. In an effort to create customer retention, the company improves product quality, service and purchasing power suitability so that consumers can feel satisfaction in using the product and create barriers to switching to Hanasui products at Beauty Shoppy Jombang. The purpose of this study is to determine the influence in maintaining customer satisfaction and switching barriers to customer retention in customers of Hanasui brand products at Beauty Shoppy Jombang by using quantitative methods. The total population in this study is 150 customers. This study uses multiple linear regression analysis techniques and hypothesis testing. The results of this study indicate that customer satisfaction and switching barriers have a significant effect on customer retention of Hanasui products at Beauty Shoppy Jombang.