<![CDATA[This study aims to determine and analyze the effect of Service Quality and Price on Purchasing Decisions at Cafe Lapinea Lembang, West Bandung Regency, both partially and simultaneously. The research is motivated by issues of inconsistent service, inefficient operational systems, facility quality, price fairness, and intensifying competition among cafes in the Lembang area. This study employs a quantitative, explanatory research approach. The sample consisted of 100 respondents determined using the Slovin formula with accidental sampling, collected through a Likert-scale questionnaire, observation, and interviews. The data were analyzed using multiple linear regression with SPSS. The results show that Service Quality has a positive and significant effect on Purchasing Decisions (t-count 11.972; Sig. 0.000), Price partially has a positive and significant effect on Purchasing Decisions (t-count 10.279; Sig. 0.000), and Service Quality and Price simultaneously have a positive and significant effect on Purchasing Decisions (F-count 77.776; Sig. 0.000), contribution 60.8% (Adjusted R Square). The study recommends that Cafe Lapinea Lembang's management improve staff responsiveness, facility cleanliness, menu-serving reliability, and price consistency and transparency to sustainably drive consumer purchasing decisions.]]>
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