<![CDATA[Abstract. This study was motivated by the rapid growth of the coffee shop industry in Indonesia, which hasintensified business competition. Changes in people's lifestyles have transformed coffee from merelya consumption need into a part of social activities and modern lifestyle. Consequently, consumersincreasingly consider product quality and price before making purchasing decisions. This studyaimed to examine the influence of Perceived Product Quality and Price on Consumer PurchasingDecisions at Kopi Tuku Bintaro Branch, South Tangerang. This research used a quantitativeapproach using a causal associative method. The population consisted of consumers of Kopi TukuBintaro Branch, with a sample of 180 respondents. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with the assistance of SPSS. The analysis included validity testing, reliability testing, classical assumption testing, t-test, F-test, andcoefficient of determination analysis. The results indicated that Perceived Product Quality had apositive and significant effect on Purchasing Decisions, with a t-value of 11.064 and a significancevalue of 0.000 < 0.05. Price also had a positive and significant effect on Purchasing Decisions, witha t-value of 6.640 and a significance value of 0.000 < 0.05. Simultaneously, Perceived ProductQuality and Price had a positive and significant effect on Purchasing Decisions, with an F-value of313.898 and a significance value of 0.000 < 0.05. The contribution of both variables to PurchasingDecisions is 78.7%, while the remaining 22.0% is influenced by other factors outside the scope ofthis study. Keywords: Brand Image; Perceived Product Quality, Purchasing Decisions]]>
