<![CDATA[This study aims to analyze the influence of product quality, price, and digital promotion on consumer purchase decisions in the culinary industry. This research employed a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS software. Data were collected from 150 consumers of culinary products in Padang City selected using purposive sampling techniques. The research model was evaluated through the outer model analysis to assess construct validity and reliability, as well as the inner model analysis to examine the structural relationships among variables. The findings reveal that product quality, price, and digital promotion have a positive and significant effect on consumer purchase decisions. Digital promotion was identified as the most dominant factor influencing purchase decisions, indicating that effective digital marketing strategies play an essential role in shaping consumer preferences and purchasing behavior in the digital era. This study contributes to consumer behavior literature by integrating product attributes and digital marketing strategies into a comprehensive model of purchase decision formation. The implications suggest that culinary businesses should continuously improve product quality, develop value-based pricing strategies, and optimize digital promotion activities to enhance competitiveness and strengthen consumer engagement.]]>
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