<![CDATA[Social media has increasingly reshaped how fashion-sector Micro, Small, and Medium Enterprises (MSMEs) promote and sell their products. However, access to digital platforms alone does not necessarily lead to higher sales performance. Grounded in Allocative Efficiency Theory, this study examines the relationship between the effectiveness of social media promotional spending, product quality, and sales growth among fashion MSMEs in Gresik Regency, East Java, Indonesia. A cross-sectional quantitative approach was employed, using questionnaire data collected from 178 owners or managers of fashion enterprises through a saturated sampling method. The data were analyzed using multiple linear regression with SPSS. The findings show that both the effective use of promotional budgets and product quality are positively associated with sales growth. The results further indicate that these two factors play complementary roles, suggesting that efficient promotional spending cannot fully support sales growth without being accompanied by strong product quality. The study extends Allocative Efficiency Theory by demonstrating that effective allocation of promotional resources needs to be considered together with product-related capabilities in explaining sales growth. Practically, the findings provide guidance for fashion MSMEs in allocating limited resources more strategically between promotional activities and product quality improvement to support sustainable sales performance.]]>
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