<![CDATA[The demanding busy lifestyles of Surabaya residents may be driving a shift in consumption patterns toward convenient frozen processed meat products, such as nuggets. This study analyzes the influence of Veterinary Control Number (NKV) label knowledge, product quality, and digital marketing exposure on purchasing decisions for chicken nuggets in Surabaya City. This study employed quantitative approach with 100 respondents, determined using the Lemeshow formula. Respondents were selected through purposive sampling based on the following criteria : respondents aged 18-55 living in Surabaya, who bought chicken nugget products from the top brands at least twice, and had used Instagram and TikTok within the last two months. Data were collected through likert scale questionnaires and interviews. Data were analyzing using SEM PLS. The results showed path coefficient of 0.242, 0.420, and 0.401, with a p-value 0.003 of knowledge Veterinary Control Number (NKV) and other variables]]>
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