<![CDATA[The rapid growth of Indonesia's coffee industry has intensified competition among coffee businesses, necessitating effective marketing strategies to enhance consumers' buying interest and purchasing decisions. Price, social media marketing, product innovation, and product quality are among the factors that potentially influence consumer purchasing behavior. This study aims to examine the effects of price, social media marketing, product innovation, and product quality on buying decisions, with buying interest serving as an intervening variable among customers of Kopi Kaule in Situbondo. This study employed a quantitative approach with a causal research design. The population comprised all customers of Kopi Kaule in Situbondo, while the sample was selected using purposive sampling. Data were collected through a structured questionnaire employing a Likert scale and analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach with SmartPLS software. The findings indicate that social media marketing and product quality have positive and statistically significant effects on buying interest, whereas price and product innovation have positive but statistically insignificant effects on buying interest. Product quality and buying interest were found to have positive and significant effects on buying decisions, while price, social media marketing, and product innovation did not demonstrate significant effects on buying decisions. Furthermore, buying interest significantly mediates the relationship between social media marketing and buying decisions. However, it does not significantly mediate the relationships between price, product innovation, or product quality and buying decisions. The study concludes that product quality is the most influential factor in driving buying decisions, whereas effective social media marketing enhances buying interest, which subsequently contributes to buying decisions. These findings are expected to provide practical insights for Kopi Kaule in developing more effective marketing strategies through improving product quality, optimizing social media marketing activities, and fostering product innovation that aligns with consumer needs to strengthen business competitiveness.]]>
