<![CDATA[Purpose: This study aims to examine the influence of the 7P marketing mix and consumer behavior on customers’ perceived value at the Kopi Kenangan Babakan outlet in Tangerang City, Indonesia, and to identify the relative contribution of each variable in shaping consumer value perceptions. Research Methodology: This study employed a quantitative associative research design. Data were collected from 100 customers of Kopi Kenangan Babakan using non-probability sampling and a structured five-point Likert-scale questionnaire. The data were analyzed using descriptive statistics, validity and reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination (Adjusted R²). Results: The findings reveal that both the 7P marketing mix (t=2.842, p=0.005, 15.26% contribution) and consumer behavior (t=5.438, p<0.001, 33.72% contribution) positively and significantly affect perceived value, jointly explaining 47.9% of its variance (F=46.541, p<0.001, Adjusted R²=0.479). Physical evidence and service process scored highest among marketing mix dimensions. Conclusions: Consumer behavior most strongly drives perceived value, followed by the 7P marketing mix. Maintaining quality physical facilities and efficient service, strengthening promotion, and facilitating consumers' information-seeking can enhance perceived value and strengthen Kopi Kenangan's competitive position. Limitations: This study is limited by its single outlet focus (Kopi Kenangan Babakan, Tangerang), restricting generalizability, its narrow scope to only the 7P marketing mix and consumer behavior, reliance on self-reported questionnaire data, and a cross-sectional design capturing perceptions at only one point in time. Contributions: This study examines how the 7P marketing mix and consumer behavior jointly shape perceived value in Indonesia's branded coffee shop industry, finding consumer behavior more influential. It offers managers evidence to prioritize consumer-oriented strategies alongside improving promotion, service processes, and physical evidence to strengthen perceived value and competitiveness.]]>
