<![CDATA[The increasingly intense competition among mobile coffee businesses highlights the need to understand the factors influencing consumers’ purchase decisions. This study aims to analyze the effects of accessibility, brand equity, and social media promotion on the purchase decisions of Metro Coffee consumers in Semarang City, while examining perceived value as a moderating variable. Using a purposive sampling technique, 100 consumers were selected as respondents, and a quantitative explanatory design was applied. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that accessibility and brand equity do not have a significant effect on purchase decisions. In contrast, perceived value and social media promotion show a significant and positive influence. Perceived value is not proven to moderate the effects of accessibility, brand equity, or social media promotion on purchase decisions. The novelty of this study lies in testing perceived value as a boundary condition in the relationship between marketing stimuli and purchase decisions within the context of mobile coffee businesses. The results suggest that perceived value functions more as a direct determinant than as a moderator. The research model explains 65.3% of the variation in purchase decisions.]]>
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