<![CDATA[This study examines how place and price influence consumers’ purchasing decisions at Kanawa Express, a mobile coffee cart operating in Sukabumi City. Although studies on marketing mix variables are widely available, empirical evidence focusing on mobile coffee cart businesses in medium-sized Indonesian cities remains limited. The research aims to analyze the individual and simultaneous effects of place and price on purchasing decisions. A quantitative associative approach was employed using data collected from 100 consumers selected through accidental sampling across 16 Kanawa Express operating locations. Data were obtained using structured questionnaires and analyzed with multiple linear regression supported by validity, reliability, classical assumption, t-test, F-test, and coefficient of determination analyses using IBM SPSS Statistics version 29. The findings indicate that both place (β = 0.426; t = 5.151; p < 0.001) and price (β = 0.491; t = 5.938; p < 0.001) have positive and significant effects on purchasing decisions. Simultaneously, the two variables significantly affect purchasing decisions (F = 149.064; p < 0.001), with an Adjusted R² of 0.749, indicating that 74.9% of the variation in purchasing decisions is explained by place and price. Price demonstrates a stronger influence than place, highlighting the importance of competitive pricing in the mobile coffee business.]]>
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