<![CDATA[Abstract: This study aims to evaluate the influence of product quality (X1), service quality (X2), and the utilization of social media platforms (X3) on customer purchasing decisions (Y) at Sayang Kawan Café Jambi. The research subjects include the residents of Jambi City who have visited Sayang Kawan Café Jambi. The sample size was determined using Slovin's formula, resulting in 100 respondents who completed an online questionnaire via Google Form. This study employs a quantitative approach, prioritizing primary data as the main source. The research variables consist of independent and dependent variables, measured using a Likert scale. Data processing was conducted through a series of tests, including validity, reliability, normality, multicollinearity, heteroscedasticity, multiple linear regression analysis, F-test, and t-test. All analyses were performed using SPSS software version 26. Based on the analysis results, it was found that service quality (X2) and the utilization of social media platforms (X3) significantly influence customer purchasing decisions (Y), while product quality (X1) does not have a significant impact.Kualitas Produk, Kualitas Layanan, Social Media, Keputusan PembelianAbstraksi: Studi ini bertujuan untuk mengevaluasi pengaruh kualitas produk (X1), kualitas layanan (X2), serta pemanfaatan platform media sosial (X3) terhadap keputusan pembelian pelanggan (Y) di Sayang Kawan Café Jambi. Subjek penelitian meliputi masyarakat Kota Jambi yang pernah mengunjungi Sayang Kawan Café Jambi. Sampel ditentukan menggunakan rumus Slovin, dengan jumlah responden sebanyak 100 orang yang mengisi angket secara daring melalui Google Form. Penelitian ini menggunakan pendekatan kuantitatif dengan memprioritaskan data primer sebagai sumber utama. Variabel penelitian mencakup variabel independen dan dependen, yang diukur dengan skala Likert. Pengolahan data dilakukan melalui serangkaian uji, seperti validitas, reliabilitas, normalitas, multikolinearitas, heteroskedastisitas, analisis regresi linier berganda, uji F, dan uji t. Semua analisis dilakukan dengan bantuan perangkat lunak SPSS versi 26. Berdasarkan hasil analisis, ditemukan bahwa kualitas layanan (X2) dan pemanfaatan media sosial (X3) secara signifikan memengaruhi keputusan pembelian konsumen (Y), sedangkan mutu produk (X1) tidak memberikan dampak yang signifikan.]]>
