<![CDATA[Mobile coffee businesses have grown rapidly in Balikpapan alongside increasing public mobility and demand for easily accessible coffee products, yet operators such as Tekena Koling face challenges in determining the right location, price, and promotional strategy to drive consumer purchasing decisions. This research seeks to determine how location, price, and promotion individually and jointly, shape purchasing decisions among Tekena Koling customers in Balikpapan. This study applied a quantitative-descriptive design involving 80 participants selected through purposive sampling. Primary data were collected via a Likert-type survey and subsequently examined through instrument validity/reliability testing, classical assumption tests, multiple linear regression, hypothesis testing, and the coefficient of determination, all processed in SPSS 25. Findings indicate that location and price individually exert a significant positive influence on purchasing decisions, whereas promotion does not show a meaningful effect on its own. Taken together, however, the three variables jointly produce a significant positive influence, accounting for a 79.7 percent contribution to purchasing decisions. These findings indicate that strengthening location and pricing strategies should be prioritized, while promotional strategies still require optimization, particularly through the use of digital media.]]>
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