<![CDATA[This study aims to analyze the effect of price perception and service quality on consumer purchase intention, with brand trust as a mediating variable at Tomoro Coffee Joyoboyo Branch, Kediri. The study employed a quantitative approach with an associative research design. The sample consisted of 96 respondents selected using purposive sampling techniques. Data analysis was conducted using Structural Equation Modeling (SEM) with the Partial Least Square (PLS) approach through SmartPLS 4.0. The results showed that price perception and service quality had a positive and significant effect on purchase intention and brand trust. Brand trust also had a positive and significant effect on consumer purchase intention. In the mediation test, brand trust was unable to mediate the effect of price perception on purchase intention, but it was able to mediate the effect of service quality on purchase intention. These findings indicate that service quality is an important factor in building consumer trust, which in turn increases purchase intention. This study provides an empirical contribution regarding the role of brand trust as a mediating variable in the coffee shop industry.]]>
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