<![CDATA[AbstrakPertumbuhan konsumsi kopi di Indonesia mendorong perkembangan industri kedai kopi modern dengan persaingan yang semakin intensif. Kondisi tersebut memunculkan kebutuhan terhadap pemahaman yang lebih mendalam mengenai faktor-faktor yang membentuk keputusan pembelian konsumen, khususnya pada segmen muda urban yang menjadi pasar utama. Penelitian ini bertujuan menganalisis pengaruh citra merek, kualitas produk, dan harga terhadap keputusan pembelian konsumen pada salah satu jaringan kedai kopi besar di Indonesia. Pendekatan kuantitatif dilakukan melalui survei terhadap 100 responden yang dipilih secara purposive pada empat outlet aktif. Analisis data menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS) yang mengevaluasi model pengukuran dan model struktural. Hasil penelitian menunjukkan bahwa harga menjadi faktor paling dominan dengan koefisien 0,381 (p<0,001), diikuti kualitas produk dengan koefisien 0,268 (p=0,003). Citra merek tidak terbukti berpengaruh langsung secara signifikan terhadap keputusan pembelian dengan nilai koefisien 0,142 (p=0,109). Model penelitian memiliki kekuatan penjelasan yang tinggi dengan nilai R² 0,711 dan predictive relevance 0,421. Hasil penelitian menunjukkan bahwa konsumen lebih menekankan aspek fungsional berupa kesesuaian harga dan mutu produk dibanding simbolisasi merek dalam keputusan instan. Implikasi praktis penelitian menggarisbawahi pentingnya menjaga konsistensi mutu rasa dan layanan dan menetapkan harga yang adil, sedangkan strategi penguatan citra merek diarahkan pada pembentukan kepercayaan dan loyalitas jangka panjang.Kata kunci: citra merek, harga, keputusan pembelian, kopi, kualitas produk AbstractThe growth of coffee consumption in Indonesia is driving the development of the modern coffee shop industry, characterized by increasingly intense competition. This condition underscores the need for a deeper understanding of the factors that influence consumer purchasing decisions, particularly among the young urban segment, which is the primary target market. This study aims to analyze the influence of brand image, product quality, and price on consumer purchasing decisions at one of Indonesia's large coffee shop chains. A quantitative approach was employed through a survey of 100 respondents purposively selected from four active outlets. Data analysis employed Structural Equation Modeling with Partial Least Squares (SEM-PLS) to evaluate both the measurement model and the structural model. The results showed that price was the most dominant factor, with a coefficient of 0.381 (p < 0.001), followed by product quality, with a coefficient of 0.268 (p = 0.003). The brand image was not found to have a significant direct effect on purchasing decisions, with a coefficient of 0.142 (p = 0.109). The research model has high explanatory power with an R² value of 0.711 and a predictive relevance of 0.421. The results of the study indicate that consumers place greater emphasis on functional aspects, such as price and product quality, than on brand symbolism in their instant decisions. The practical implications of the study underscore the importance of maintaining consistent taste and service quality, as well as setting fair prices. Brand image strengthening strategies are designed to foster long-term trust and loyalty.Keywords: brand image, coffee, price, product quality, purchasing decisions ]]>
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