<![CDATA[Instant coffee is one of the beverages widely consumed by students due to its practicality and easy availability. Nescafé, as one of the most popular instant coffee brands, needs to pay attention to factors that may influence purchasing decisions and consumer satisfaction. This study aims to analyze the influence of Product Quality, Brand Image, and Brand Trust on Consumer Satisfaction through Purchase Decision among Nescafé coffee consumers (a study on students of the Faculty of Economics and Business, Abdurachman Saleh University Situbondo). This research employed a quantitative approach using a survey method through questionnaires distributed to 85 respondents who were Nescafé coffee consumers. The sampling technique used was the Slovin formula, while data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS software. The results indicate that product quality has a positive and significant effect on purchase decisions, brand image has a positive and significant effect on purchase decisions, while brand trust has a positive but insignificant effect on purchase decisions. Furthermore, product quality has a positive but insignificant effect on consumer satisfaction, brand image has a positive and significant effect on consumer satisfaction, whereas brand trust has a significant negative effect on consumer satisfaction. Purchase decision has a negative and insignificant effect on consumer satisfaction. The results of the indirect effect test indicate that purchase decision is unable to mediate the influence of product quality, brand image, and brand trust on consumer satisfaction.]]>
