<![CDATA[This study aims to analyze the influence of product variety, price, and location on consumer purchasing decisions at Kioku Coffee Bogor. The study employs a quantitative method with a descriptive-verificative approach. The sample consists of 100 respondents selected using purposive sampling, based on the criterion of having previously made a purchase at Kioku Coffee Bogor. The collected data were analyzed using multiple linear regression to determine the influence of each variable, both simultaneously and partially. The results indicate that product variety, price, and location simultaneously have a positive and significant effect on purchasing decisions, with an F-statistic of 70.063 and a significance level of 0.000. Individually, product variety exerts the strongest influence, with a coefficient of 1.242, a t-statistic of 6.670, and a significance of 0.000. Furthermore, location has an influence with a coefficient of 0.493, a t-statistic of 5.975, and a significance of 0.000, while price has a coefficient of 0.212, a t-statistic of 2.754, and a significance of 0.05. The resulting regression equation is Y = 2.569 + 1.242X₁+ 0.212X₂ + 0.493X₃. These findings are expected to provide strategic insights for Kioku Coffee management to enhance purchasing decisions and sales.]]>
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