<![CDATA[This study aimed to analyze the effects of social media, service, and product quality on consumer purchase decisions at Ayam Geprek Bensu Restaurant in Kupang City. A quantitative approach was applied through a survey of 90 consumers who had purchased and consumed the restaurant's products. Data were collected using a structured questionnaire and analyzed through validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination. The findings showed that social media had a positive and significant effect on purchase decisions. Product quality also had a positive and significant effect and became the most dominant factor. Service had a positive but statistically insignificant effect. Simultaneously, the three variables significantly influenced purchase decisions and explained 54.6% of the variation. These findings emphasize the need to integrate social media strategy, product quality, and service standards.The results also indicate that effective digital marketing can strengthen customer engagement and improve brand visibility, while maintaining consistent product quality remains essential for encouraging repeat purchases and consumer loyalty. Although service quality did not significantly influence purchase decisions individually, continuous improvements in service delivery are still important to enhance customer satisfaction and support long-term business competitiveness. Therefore, restaurant managers should prioritize integrated marketing strategies that combine attractive social media content, superior product quality, and consistent service performance to strengthen consumer purchasing behavior and sustain competitive advantage in the increasingly dynamic restaurant industry.]]>
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