PERAN KUALITAS PRODUK, SOSIAL MEDIA MARKETING, PERCEIVED VALUE DAN WORD OF MOUTH DALAM MEMBENTUK KEPUTUSAN PEMBELIAN (STUDI PADA KONSUMEN KEDAI RE RAMEN SIDOARJO)

Rena Eka Aprilia (Universitas Muhammadiyah Sidoarjo)
Muhammad Yani (Universitas Muhammadiyah Sidoarjo)
Alshaf Pebrianggara (Universitas Muhammadiyah Sidoarjo)

MANAJEMEN DEWANTARA
Vol 10 No 1 (2026): MANAJEMEN DEWANTARA

Objectives: To examine the effects of product quality, social media marketing, perceived value, and word of mouth on purchasing decisions at Re Ramen Sidoarjo. Methods: Quantitative research involving 105 consumers selected through purposive sampling, analyzed using PLS-SEM with SmartPLS 3.0. Research Gap/Novelty: Integrates product attributes, digital marketing, perceived value, and interpersonal recommendations in explaining purchasing decisions. Results: Product quality, social media marketing, perceived value, and word of mouth positively and significantly influenced purchasing decisions. Conclusion: Improving product quality, digital marketing, perceived value, and customer recommendations can strengthen consumer purchasing decisions