Factors Determining Purchasing Decisions: A Review of Social Media, E-WOM, and Product Quality

Wahyuningsih, Septia Tri
Hidayah, Arini
Miftahuddin, Muchammad Agung
Rahmawati, Ika Yustina

Asian Journal of Management Analytics
Vol. 4 No. 3 (2025): July 2025

This study aims to analyse the influence of social media, e-WOM, and product quality on purchasing decisions among consumers of Donlight Donut Shop. This study uses a quantitative method with data collection through questionnaires distributed directly. Non-probability sampling was used with the accidental sampling method, involving 110 respondents. Data analysis was assisted by SPSS 20. The results of the study indicate that social media, e-WOM, and product quality have a significant positive influence on purchasing decisions. The findings of this study can assist Donlight in improving its operational strategies, particularly in social media, e-WOM, and product quality, to maintain consumer purchasing decisions and enhance competitiveness in the food business.