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The objective of this research is to evaluate the impact of brand image and product quality on consumer purchasing decisions regarding MS Glow products in Solo. A positive brand image can enhance consumers' trust in a particular brand; however, product quality remains the primary determinant of satisfaction and choice among consumers. Using qualitative methodology with phenomenological approach, the study aims to understand consumers’ experiences and perspectives towards MS Glow products. The findings indicate that strong brand images, such as reliable reputation and consumer confidence, significantly influence purchase decisions. Additionally, product qualities including durability, performance, design, and innovative features play crucial roles in consumer decision-making processes. This research is expected to help companies develop better marketing strategies to meet individual customer needs effectively.

Brand image is a very important factor in marketing management, the influence of brand image on purchasing decisions by considering the role of consumer satisfaction as a mediator, if the brand image of a company is strong it will increase consumer satisfaction, which in turn will influence consumer purchasing decisions. The formulation of the problem in this research is whether brand image influences purchasing decisions, whether brand image influences consumer satisfaction, whether consumer satisfaction influences purchasing decisions, whether consumer satisfaction can mediate the relationship between brand image and purchasing decisions. This research is quantitative research, the population in this research is students of the Faculty of Febi Uin Raden Intan Lampung. The sample used in this research was 100 respondents. Data collection uses a questionnaire. The data analysis technique used in this research is the SEM model using SmartPLS version 3.0. The research results obtained directly from each variable are that brand image has a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on consumer satisfaction, consumer satisfaction has a positive and significant effect on purchasing decisions. And for the test results passing the mediating variable, it was found that consumer satisfaction was able to mediate the influence of brand image on purchasing decisions through partial mediation.    

This research aims to uncover the relationship between Brand Image and Word of Mouth on consumer purchasing decisions at Maharani Cake House. With the background of a high number of people with disabilities in Indonesia, Maharani Cake House emerges as a solution for social inclusion and creating job opportunities for them. A strong brand image and word-of-mouth recommendations are considered to influence customer satisfaction. The research method used is quantitative descriptive with a questionnaire. The data analysis results show that Brand Image and Word of Mouth have a significant influence on purchasing decisions, in line with consumer theory. These findings are consistent with previous research stating that a strong brand image and social interaction play an important role in shaping purchasing decisions. The research conclusion emphasizes the importance of building a strong brand image and enhancing social interaction to improve customer satisfaction and brand loyalty. Therefore, it is recommended for companies to continuously strengthen their brand image and foster word of mouth to increase consumer trust and expand market share.