<![CDATA[Perkembangan industri kopi di Indonesia, khususnya di wilayah Jabodetabek, mendorong persaingan yang semakin kompetitif antar pelaku usaha, termasuk Kopi Kenangan. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, dan niat beli terhadap keputusan pembelian konsumen. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 248 responden dan dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa secara parsial kualitas produk dan harga tidak berpengaruh signifikan terhadap keputusan pembelian (p > 0,05), sedangkan niat beli berpengaruh positif dan signifikan (p < 0,05). Secara simultan, ketiga variabel berpengaruh signifikan dengan nilai koefisien determinasi sebesar 12,5%. Temuan ini diharapkan dapat memberikan kontribusi teoritis dalam pengembangan kajian perilaku konsumen serta menjadi bahan pertimbangan praktis bagi perusahaan dalam merumuskan strategi pemasaran yang lebih efektif.Kata kunci: kualitas produk; harga; niat beli; Kopi Kenangan.Abstract The rapid growth of the coffee industry in Indonesia, particularly in Jabodetabek area, has intensified competition among businesses, including Kopi Kenangan. This study aims to analyze the influence of product quality, price, and purchase intention on consumers’ purchase decisions. A quantitative approach was employed using a survey method involving 248 respondents, and the data were analyzed through multiple linear regression. The results indicate that partially, product quality and price do not have a significant effect on purchase decisions (p > 0.05), whereas purchase intention has a positive and significant effect (p < 0.05). Simultaneously, all three variables significantly influence purchase decisions, with a coefficient of determination of 12.5%. These findings are expected to contribute theoretically to the development of consumer behavior studies and provide practical insights for companies in formulating more effective marketing strategies.Keywords: product quality; purchase intention; purchase decision; Kopi Kenangan.]]>
