<![CDATA[This study aims to determine the Effect of Product Quality and Price on Coffee Consumer Purchasing Decisions at Babang Redo Cofee Outlets. This study used quantitative methods. The sample used in the study amounted to 100 respondents of coffee consumers who came to enjoy Cofee at Babang Redo Outlet. The results of the study used SPSS 25. The data analysis techniques used in this study are validity tests, reliability tests, classical assumption tests, multiple linear regression tests, partial tests (t tests), simultaneous tests (f tests), and correlation and determination coefficient tests. Based on the results of data analysis, this study concluded that partiallly product quality and price have a positive and significant effect on coffee purchasing decisions, and together or simultaneously product quality and price have a positive and significant effect on consumer purchasing decisions.]]>
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