<![CDATA[This study aims to see the effect of consumer perceptions, lifestyles, and motivations on purchasing decisions of CV Macehat Premium Coffee Beans Medan. The population is 1.340 people, with a complete sample of 93 respondents. the info analysis technique used multiple statistical regression analysis. Research data sourced from primary data with a questionnaire. supported the results of the study, it absolutely was found that the perception partially had a positive and significant effect on purchasing decisions, lifestyle partially had a positive and significant effect on purchasing decisions, and consumer motivation partially had a positive and significant influence on purchasing decisions. Perception, lifestyle, and consumer motivation simultaneously have a positive and significant impact on purchasing decisions. Adjusted R Square value of 0.952 means 95.2% of buying decisions is explained by the variables of perception, lifestyle, and consumer motivation.]]>
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