<![CDATA[At Cafe AY Kampung Pajak in North Labuhanbatu, we want to find out how much of an impact pricing, service quality, and product quality have on customers' final purchase choices. A quantitative technique based on survey methodology is used in this study. A total of 96 respondents were selected using a convenience sample approach and the Lemeshow formula; the population comprises all customers of Cafe AY. Questionnaires using a Likert scale from 1 to 5 were used to obtain the main data. Using SPSS version 25, the data analysis procedures include testing for validity and reliability as well as classical assumption testing, T-test, F-test, coefficient of determination analysis, and multiple linear regression analysis. A favorable and statistically significant influence of product quality on purchase choices is shown by the findings (t-value = 3.315, p = 0.001). The t-value for service quality is 2.535, and it is statistically significant at the 0.013 level. To top it all off, price is the most influential factor, having a positive and statistically significant impact (t=4.406, p=0.000). All of the factors had a substantial impact on consumers' choices to buy, with an F-value of 77.375 and a 0.000 level of significance. With a coefficient of determination of 0.716, these factors account for 71.6% of the variance in purchase choices.]]>
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