<![CDATA[This study examines the influence of store atmosphere and product quality on consumer purchase decisions in the context of coffee shop consumption, with a case study on Kava Coffee & Eatery 2.0 in Mataram, Indonesia. Utilizing a quantitative descriptive approach, data were collected through questionnaires, interviews, and documentation from a sample of 100 respondents selected using simple random and purposive sampling techniques. The analysis employed multiple linear regression, descriptive statistics, and hypothesis testing (t-test and F-test). The results reveal that both store atmosphere and product quality significantly affect consumer purchasing decisions when tested simultaneously. However, in partial testing, only product quality demonstrates a statistically significant positive influence, while store atmosphere has a comparatively weaker effect. Product quality emerges as the dominant factor shaping consumer decision-making at Kava Coffee & Eatery 2.0. These findings underscore the critical role of consistent product excellence in fostering consumer loyalty, suggesting that coffee shop managers should prioritize product innovation and quality enhancement to maintain competitive advantage.]]>
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