This study aimed to analyze the effect of electronic word of mouth, Instagram
media promotions, and product quality on purchasing decisions among
consumers of Mixnmax cafe and eatery. The data used in this study were collected
from questionnaires. The sampling technique used in this study was the purposive
sampling technique, which obtained 120 respondents. The analysis tool used in
this study was multiple regression analysis. The results of this study showed that
electronic word of mouth has a positive and significant effect on purchasing
decisions, Instagram media promotion has no significant effect on purchasing
decisions, and product quality has a positive and significant effect on purchasing
decisions.