<![CDATA[Small and medium-sized enterprises (SMEs), such as the producer of Bakso Balungan Mak Jah in Tempuran Village, Demak, are increasingly using social media as a key strategy in the digital era. This study aims to analyze the influence of electronic word of mouth (e-WOM) on consumer purchase decisions by considering the mediating role of purchase intention. A quantitative method is used in this research, employing the Structural Equation Modeling Partial Least Squares (SEM-PLS) approach, supported by SmartPLS version 3.2.9. Data were collected from 100 individuals who actively use Facebook. The analysis results show that e-WOM significantly affects both purchase intention and purchase decision. Furthermore, purchase intention partially mediates the influence of e-WOM on purchase decision. The findings indicate that credible and positive online reviews can enhance consumers’ desire to purchase and support better decision-making. This study offers practical recommendations for digital marketing strategies for local SMEs and highlights the importance of managing online reputation.]]>
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