<![CDATA[The coffee industry has now become a part of modern society's lifestyle. Coffee shops aim for comfort, which influences the preferences of Generation Z consumers. The purpose of this study is to examine the effect of price, service quality, and café atmosphere on purchase decisions with buying interest as an intervening variable among consumers at Fortuna Café Situbondo. This type of research is quantitative with a causal approach. The research population includes Generation Z consumers of Fortuna Café Situbondo. The sampling technique was determined using the purposive sampling method. Data analysis and hypothesis testing used Structural Equation Modeling – Partial Least Square. The results of the direct effect hypothesis test using the Smart PLS application show that price, service quality, and café atmosphere are proven to have a significant effect on buying interest. Price is proven to have no significant effect on purchase decisions. Service quality, café atmosphere, and buying interest have a significant effect on purchase decisions. The indirect effect test results show that buying interest is able to mediate the effect of price on purchase decisions. Buying interest was found to be unable to mediate the effect of service quality on purchase decisions. Buying interest is also proven to be able to mediate the effect of café atmosphere on purchase decisions.]]>
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