<![CDATA[This study examines the extent to which Word of Mouth, Product Quality, along with Price influence consumers’ Purchase Decisions at Toko Indra Jaya, a grocery store serving daily necessities in Pasar Palmeriam, East Jakarta. A quantitative associative design was implemented. Primary data were gathered from 126 customers who had transacted at the store using a Likert-scale questionnaire distributed through purposive sampling, with the minimum sample size determined by the Lemeshow formula. Data were analyzed using PLS-SEM with SmartPLS 4. Nine indicators with loading factors below 0.70 were excluded from the model, while the remaining indicators in the measurement model were confirmed to be valid and reliable. Within the structural model, Word of Mouth and Price each demonstrated an effect that is positive and significant on Purchase Decisions (T-statistics of 10.466 and 7.580, respectively, with P-values of 0.000), whereas Product Quality resulted in an effect that is positive but statistically non-significant (T-statistic = 1.869; P-value = 0.062). Collectively, the three variables explained 96.2% of the variance in Purchase Decisions, thereby supporting Hypotheses 1 and 3 while rejecting Hypothesis 2. These findings suggest that Toko Indra Jaya should continue strengthening Word of Mouth through improved shopping experiences, maintain an appropriate balance between price and perceived benefit, and preserve product quality to sustain consumer trust, notwithstanding the statistically non-significant effect of product quality on purchase decisions found in this study.]]>
