PENGARUH KUALITAS PRODUK, PROMOSI, DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN SNACK SUPERHERU KOTA MALANG

This study aims to analyze the influence of product quality, promotion, and electronic word of mouth (E-WOM) on consumers’ purchase decisions at Snack Superheru, a local MSME in Malang City. In a competitive culinary market and a digitally driven consumer environment, understanding these variables is essential.
A quantitative approach was used with 131 respondents selected through purposive sampling individuals who had purchased Snack Superheru products via online marketplaces or social media. Data was collected via structured questionnaires and analyzed using multiple linear regression in SPSS version 26. The results show that product quality and promotion have a positive and significant influence on purchase decisions when tested partially. However, E-WOM does not have a significant effect when tested independently. Nevertheless, all three variables product quality, promotion, and E-WOM simultaneously have a significant effect on purchase decisions. These findings suggest that Snack Superheru can improve market performance by maintaining product quality, enhancing promotional, and ensuring that consumer reviews contribute positively within an integrated marketing framework.