<![CDATA[Purpose – This study aims to examine the effects of promotion, online customer reviews, and online customer ratings on purchase decisions at Kedai Karsa, Malang Regency, within the context of digital consumer behavior in the culinary business sector. Design/Methodology/Approach – This study employed a quantitative research design using a survey method. Data were collected through questionnaires distributed to consumers of Kedai Karsa. The data were analyzed using multiple linear regression to examine the simultaneous and partial effects of promotion, online customer reviews, and online customer ratings on purchase decisions. Findings – The results indicate that promotion, online customer reviews, and online customer ratings simultaneously have a significant effect on purchase decisions. However, the partial analysis shows that only online customer ratings have a significant effect on purchase decisions. These findings suggest that customer ratings serve as an important form of social proof that strengthens consumer trust and influences purchasing decisions in digital platforms. Originality/Value – This study contributes to the digital marketing and consumer behavior literature by examining the relative influence of promotional activities and electronic word-of-mouth elements, particularly online customer reviews and ratings, within the local culinary business context. The findings provide practical insights for culinary entrepreneurs in optimizing digital marketing strategies and managing online reputation to improve competitiveness and consumer purchase decisions.]]>
