Abstract
This study examines how electronic word-of-mouth (e-WOM), national identity, and perceived quality influence the online purchase decisions of Indonesian products among the Indonesian diaspora in Qatar. The study provides insight into the role of digital communication and national identity in shaping consumers' quality evaluations and cross-border purchasing behavior. A quantitative approach was employed using data collected from 200 respondents through purposive sampling and analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that e-WOM and national identity positively and significantly affect perceived quality. Furthermore, perceived quality and national identity have positive and significant effects on purchase decisions. Perceived quality also partially mediates the relationship between national identity and purchase decisions. The findings are discussed from the perspectives of digital communication and social identity, emphasizing the interaction between online information and consumers' attachment to their home country. The study demonstrates that the purchase decisions of the Indonesian diaspora are shaped not only by national identity but also by quality perceptions developed through digital communication.