@article{JCM, author = {DAVID SETYAWAN}, title = { Pengaruh Word Of Mouth, Kualitas Pelayanan dan Citra Merek terhadap Keputusan Penggunaan Jasa Hukum pada Kantor Hukum dan Konsultan RBX Aji Saputro dan Partner}, journal = {Jurnal Cendekia Manajemen (JCM)}, volume = {2}, number = {3}, year = {2024}, keywords = {}, abstract = {Abstract This research aims to prove the influence of word of mouth, service quality, and brand image on the decision to use legal services at the RBX Aji Saputro and Partners law office. This research uses a non-probability sampling method with a saturated sampling technique. The approach used is descriptive quantitative. The research population consisted of 42 clients who used legal services at the office during the period January to December 2023. The data obtained was analyzed using the SPSS 25 program with a series of validity tests, reliability tests, classical assumption tests, and hypotheses in the form of multiple linear regression, t test, F test, and R2 test. The research results show that partially, word of mouth (significant value 0.019<0.05), service quality (0.048<0.05), and brand image (0.000<0.05) have a significant effect on the decision to use services. Simultaneously, these three variables also have a significant effect with an F test value of 0.000<0.05. Keywords : Word of Mouth, Service Quality, Brand Image, Decision to Use Service Abstrak Penelitian ini bertujuan untuk membuktikan pengaruh word of mouth, kualitas pelayanan, dan citra merek terhadap keputusan penggunaan jasa hukum pada kantor hukum RBX Aji Saputro dan Partners. Penelitian ini menggunakan metode non-probability sampling dengan teknik sampling jenuh. Pendekatan yang digunakan adalah kuantitatif deskriptif. Populasi penelitian terdiri dari 42 klien yang menggunakan jasa hukum di kantor tersebut selama periode Januari hingga Desember 2023. Data yang diperoleh dianalisis menggunakan program SPSS 25 dengan serangkaian Uji validitas, Uji reliabilitas, Uji asumsi klasik, dan Hipotesis berupa regrensi linier berganda, Uji t, Uji F,, dan uji R2. Hasil penelitian menunjukkan bahwa secara parsial, word of mouth (nilai signifikan 0,019<0,05), kualitas pelayanan (0,048<0,05), dan citra merek (0,000<0,05) berpengaruh signifikan terhadap keputusan penggunaan jasa. Secara simultan, ketiga variabel tersebut juga berpengaruh signifikan dengan nilai uji F sebesar 0,000<0,05. Kata kunci : Word Of Mouth, Kualitas Pelayanan, Citra Merek, Keputusan Penggunaan Jasa}, pages = {28--36}, doi = {10.32503/jcm.v2i3.6001}, url = {https://ejournal.uniska-kediri.ac.id/index.php/jcm/article/view/6001} }