<![CDATA[ABSTRACTPurpose – This study aims to analyze the effects of product quality, price perception, and promotion on consumers’ purchasing decisions for Kopi Kenangan products in Jakarta.Methodology – This study employed a quantitative approach using a survey design. Data were collected through an online questionnaire administered to consumers who had previously purchased Kopi Kenangan products. A total of 96 responses were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4.Findings – The results indicate that product quality, price perception, and promotion have positive and significant effects on purchasing decisions. Product quality has a path coefficient of 0.302, price perception 0.247, and promotion 0.365. The R² value of 0.673 indicates that the three variables collectively explain 67.3% of the variance in purchasing decisions. Promotion has the strongest effect on purchasing decisions compared with product quality and price perception.Originality/Novelty – The novelty of this study lies in identifying the most dominant factor influencing consumers’ purchasing decisions for Kopi Kenangan in Jakarta through the simultaneous examination of product quality, price perception, and promotion. The findings demonstrate that promotion has the strongest influence among the three factors.Implications – The findings imply that Kopi Kenangan should maintain product quality and ensure that prices are consistent with consumers’ perceived value, while prioritizing relevant and targeted promotional strategies.]]>
Copyrights © 2026
