<![CDATA[The growth of cart-based contemporary coffee businesses (coffee carts) in Kampar Regency indicates a substantial opportunity for developing downstream agribusiness of agricultural products, particularly coffee. However, empirical studies on Generation Z consumer behaviour towards this business segment at the regency level remain very limited, as most previous literature focuses on large retail and e-commerce settings in major cities. This study aims to (1) analyse the factors influencing Generation Z purchasing decisions for contemporary coffee at coffee cart businesses in Kampar Regency, and (2) identify the most dominant factor among them. An associative quantitative approach was applied using purposive sampling of 120 Generation Z respondents residing in Kampar Regency who had purchased contemporary coffee from coffee carts. Primary data were collected through an online five-point Likert scale questionnaire measuring five independent variables, namely product, price, place, promotion, and brand image, on the dependent variable of purchasing decisions. Data were analysed using validity testing (Pearson Product Moment), reliability testing (Cronbach's Alpha), descriptive analysis, and multiple linear regression. The results show that all five variables have a positive and significant effect on purchasing decisions, both partially and simultaneously, with a coefficient of determination (R²) of 0.613. Promotion is the most dominant factor, followed by brand image, product, price, and place. These findings can serve as an evidence-based reference for formulating marketing strategies for coffee cart MSMEs in Kampar Regency.]]>
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