<![CDATA[The purpose of this study is to identify and analyze the influence of social media marketing, influencer marketing, and price on the purchase decision of consumers at Sengkayu Coffee Marelan. This study employed an associative research approach using a quantitative research method. The population consisted of all Sengkayu Coffee consumers who had made repeat purchases, with the exact population size being unknown. The sampling technique used was non-probability sampling with a purposive sampling approach. Since the population size was unknown, the sample size was determined using the Lemeshow formula. Based on this calculation, the study involved 105 respondents, all of whom were consumers of Sengkayu Coffee. The analysis tool used was SPSS version 25. Data collection was carried out through questionnaires, observation, and documentation, while data analysis utilized data quality tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and the coefficient of determination. The results of the study indicate that social media marketing, influencer marketing, and price, both partially and simultaneously, have a positive and significant effect on the purchase decision of consumers at Sengkayu Coffee]]>
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