<![CDATA[The "Kopi Lejit" mobile electric bicycle coffee business in Gerung District, West Lombok Regency, is one of the coffee enterprises thriving amidst intensifying competition in the coffee industry. Although sales of Kopi Lejit showed an upward trend from July to November 2025, the business's continued growth depends on the ability to sustain consumer purchasing decisions. Factors assumed to influence purchasing decisions include location, service quality, and price as efforts to provide the best value for consumers.This study aims to analyze the effect of location, service quality, and price on consumer purchasing decisions. The research employed a quantitative approach with a population consisting of consumers who had purchased products from Kopi Lejit Mobile Electric Bicycle Coffee Business. A total of 85 respondents were selected using a purposive sampling technique.Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software. The results indicate that partially, location has a positive and significant effect on purchasing decisions, service quality has a negative and significant effect on purchasing decisions, and price has a positive and significant effect on purchasing decisions.Simultaneously, the three variables also have a significant effect on purchasing decisions, with an Fcount value of 70.910 > Ftable of 2.72 and a significance value of 0.00 < 0.05. These findings indicate that a strategic location and appropriate pricing can improve consumer purchasing decisions, while service quality is not the primary factor considered by consumers when making purchasing decisions at Kopi Lejit Mobile Electric Bicycle Coffee Business. In addition, price is the most dominant variable influencing consumer purchasing decisions.]]>
