<![CDATA[This study aims to determine the influence of location on the purchase decision of Mixue products in the Greater Jakarta area, with a specific focus on the Tangerang region. A quantitative research approach was employed using primary data collected from 40 Mixue consumers through accidental sampling techniques. Data were analyzed using simple linear regression analysis, supported by classical assumption tests including normality, heteroscedasticity, autocorrelation, and multicollinearity tests, all processed using SPSS software. The findings reveal that location has a positive and significant effect on purchase decisions, with a regression coefficient of 0.671 and a significance level of 0.000 (p < 0.05). The coefficient of determination (R-Square) of 0.725 indicates that location alone explains 72.5% of the variance in purchase decisions, while the remaining 27.5% is influenced by other factors not examined in this study. Respondent profiles show that the majority of Mixue consumers in Tangerang are young females aged 21–30 years, with housewives constituting the largest occupational group. These findings underscore the critical importance of strategic location selection in driving consumer purchasing behavior, particularly in the competitive contemporary beverage industry. The study provides valuable practical implications for business practitioners and franchise partners in selecting optimal locations to maximize sales and market penetration. However, future research is encouraged to expand the sample size and incorporate additional variables such as price, product quality, promotion, and brand image to gain a more comprehensive understanding of purchase determinants.]]>
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