<![CDATA[This study aims to analyze the influence of starling attractiveness and price perception on purchasing decisions through consumer satisfaction at cafés in Pekanbaru. The rapid growth of the café business has encouraged business owners to create attractive atmospheres and provide experiences that can increase consumer satisfaction. This study used a quantitative approach with a survey method. The population in this study consisted of café consumers in Pekanbaru City, with a sample of 100 respondents determined using the Lemeshow formula. The sampling technique used purposive sampling with the criteria that respondents had purchased products at cafés in Pekanbaru City. Data were collected through questionnaires using a Likert scale and analyzed using IBM SPSS Statistics version 25. The results showed that starling attractiveness had a positive and significant effect on consumer satisfaction. Price perception also had a positive and significant effect on consumer satisfaction. Furthermore, starling attractiveness had a positive and significant effect on purchasing decisions, while price perception did not significantly affect purchasing decisions. Consumer satisfaction was proven to have a positive and significant effect on purchasing decisions. In addition, consumer satisfaction was able to mediate the influence of starling attractiveness and price perception on purchasing decisions at cafés in Pekanbaru City. This study indicates that purchasing decisions in the café business are not only influenced by price but also by experience, comfort, and satisfaction felt by consumers while visiting cafés.]]>
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