<![CDATA[This research aims to investigate the influence of product quality, price perception, and service excellence on consumer purchasing behavior at Cilikopi. This study is driven by the growing competition within the coffee shop industry, necessitating that business owners understand the critical factors affecting consumer purchasing decisions. The research utilized a quantitative methodology through a survey instrument. The study population comprised all Cilikopi consumers, utilizing an accidental sampling technique, which yielded 224 respondents. Data were obtained via a structured questionnaire employing a Likert scale and subsequently analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS), with the aid of SmartPLS 3.0 software. The findings demonstrate that product quality, pricing perception, and service quality exert a favorable and significant impact on consumer purchasing decisions. These results suggest that consumers demonstrate a heightened propensity for purchase when product palatability and texture are satisfactory, the price is deemed appropriate relative to the perceived advantages, and service is rendered expeditiously and courteously. This research offers a theoretical contribution to the enhancement of consumer behavior studies within the food and beverage sector, specifically focusing on coffee shops. Practically, the research findings can serve as a foundation for coffee shop proprietors to enhance the quality of products and services, as well as to establish pricing strategies aligned with consumer expectations to boost purchasing decisions.]]>
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