<![CDATA[Decision-making as an important process that influences consumer behavior must be understood by marketers. A purchase decision is a decision made by an individual to choose one of several available alternatives. This study aims to describe and analyze the influence of brand collaboration strategies, price, and lifestyle on the purchase decision of Oatside Series coffee at Tomoro Coffee in Semarang City. The research was conducted from April to June 2025 at five branches of Tomoro Coffee in Semarang City. The research method used a survey approach with a quantitative approach. The sample was determined using accidental sampling, conducted directly at the research location with 100 respondents. Data collection was conducted through interviews using a Google Form questionnaire. Data analysis was conducted descriptively and quantitatively using multiple linear regression analysis. The results of the study indicate that the purchasing decision process involves the following stages: problem recognition, information search, alternative evaluation, purchasing decision, and post-purchase. The independent variables of brand collaboration strategy, price, and lifestyle simultaneously influence purchasing decisions. The variables of brand collaboration strategy and lifestyle significantly influence the purchase decision of Oatside Series coffee at Tomoro Coffee in Semarang City.]]>
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