<![CDATA[Abstract: This study aims to determine the simultaneous and partial effects of cafe atmosphere, price, and taste on purchasing decisions, utilizing a sample size of 96 respondents. The data analysis technique employed was multiple linear regression, which produced the equation Y = 4.282 + 0.692X1 - 0.323X2 + 0.461X3. The F-test results yielded an Fcount of 98.679, exceeding the Ftable of 2.70, indicating that cafe atmosphere, price, and taste simultaneously influence purchasing decisions. Partial t-test results further demonstrate that cafe atmosphere has a positive effect on purchasing decisions (tcount 6.828 > ttable 1.98580), price has a negative effect (-tcount -4.384 < -ttable -1.98580), and taste has a positive effect (tcount 5.607 > ttable 1.98580). Additionally, the Adjusted R Square value of 0.755 indicates that the independent variables explain 75.5% of the purchasing decisions, while the remaining 24.5% is attributed to other variables not included in this study. Keywords: Cafe Atmosphere, Price, Taste On Purchasing, Purchasing Decisions Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial cafe atmosphere, harga dan cita rasa terhadap keputusan pembelian. Jumlah sampel sebanyak 96 responden. Teknik analisis data menggunakan regresi linier berganda. Hasil regresi menghasilkan persamaan Y = 4,282 + 0,692X1 - 0,323X2 + 0,461X3. Uji-F menghasilkan nilai Fhitung (98,679) > Ftabel (2,70), artinya cafe atmosphere, harga dan cita rasa berpengaruh secara simultan terhadap keputusan pembelian. Hasil uji-t, secara parsial cafe atmosphere berpengaruh positif terhadap keputusan pembelian karena thitung (6,828) > ttabel (1,98580), harga berpengaruh negatif terhadap keputusan pembelian karena -thitung (-4,384) < -ttabel (-1,98580), cita rasa berpengaruh positif terhadap keputusan pembelian karena thitung (5,607) > ttabell (1,98580). Hasil uji-R2, nilai Adjusted R Square yaitu 0,755, artinya variabel bebas yang terdiri dari cafe atmosphere, harga, dan cita rasa mampu menjelaskan keputusan pembelian sebesar 75,5%, sedangkan sisanya 24,5% dijelaskan oleh variabel-variabel lain yang tidak termasuk dalam penelitian ini. Kata Kunci: Cafe Atmosphere, Harga, Cita Rasa, Keputusan Pembelian]]>
