<![CDATA[Purpose – This study aims to examine the influence of product quality, price perception, and service quality on purchasing decisions among consumers who have visited Kopi Pintu Taman at least once or twice. Design/methodology/approach – This study employs a quantitative research design using a survey method. Data were collected through a structured questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics version 25 to test the relationships between product quality, price perception, service quality, and purchasing decisions. Findings – The results indicate that product quality, price perception, and service quality each have a positive and significant effect on purchasing decisions, with product quality identified as the most dominant factor. These findings suggest that consistent product excellence, fair pricing, and reliable service are key determinants in shaping consumer purchasing decisions in the coffee shop industry. Originality/value – This study contributes to consumer behavior and food and beverage marketing literature by highlighting the combined influence of product quality, price perception, and service quality on purchasing decisions in local coffee shop contexts. The findings provide practical implications for small and medium-sized coffee shop businesses in improving competitiveness through product and service enhancement.]]>
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