This research used a quantitative method with an explanatory approach.
The population in this study were consumers of Sate Gule Kambing Binowo Madiun, with a sample of 220 respondents drawn using a non-probability sampling technique. The data collection instrument was a questionnaire whose validity and reliability were tested. The data analysis technique used was Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS software. The results showed that brand image and perceived value had a positive and significant influence on perceptions of competitor prices. Furthermore, perceived value proved to be the most dominant factor directly influencing purchasing decisions. Viral social media marketing had a significant influence on purchasing decisions, but did not show a significant effect when mediated by competitor prices. The R-squared value for the purchasing decision variable was 0.698, meaning this model was able to explain 69.8% of the purchasing decision phenomenon in the study subjects. These results suggest that Sate Gule Kambing Binowo management should continue to strengthen its digital content strategy and maintain product quality and value to compete with market prices.