<![CDATA[This research was conducted to examine and analyze the influence of product price and service quality on purchasing decisions at Noma Coffee and Space among university students in Depok City. Using a quantitative approach, this research involved 97 respondents as the sample, determined using the Lemeshow formula with a purposive sampling technique. Data were collected through observation, documentation study, and the distribution of Likert-scale questionnaires. The data were processed using IBM SPSS software version 25, with statistical tests covering: data quality testing, classical assumption testing, hypothesis testing, coefficient of determination, and multiple linear regression analysis. The results showed that product price partially had a significant effect on purchasing decisions with a t value of 6.909 > t table 1.661 and Sig. 0.000 < 0.05. Service quality partially had a significant effect on purchasing decisions with a t value of 4.909 > t table 1.661 and Sig. 0.000 < 0.05. Simultaneously, product price and service quality had a significant effect on purchasing decisions with an f value of 76.871 > f table 3.09 and Sig. 0.000 < 0.05. The R Square value of 0.621 indicates that the combination of these variables explains 62.1% of the variation in purchasing decisions, while the remaining 37.9% is influenced by other factors outside this research model.]]>
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