<![CDATA[This study was motivated by the rapid growth of the coffee shop industry in Medan City. However, Teraseduh Coffee shop Medan has experienced a decline in sales in recent months. This condition indicates the presence of factors influencing consumer purchase decisions. The study aims to analyze consumer characteristics and examine the influence of store atmosphere, product quality, promotion, and price on purchasing decisions for coffee beverages at Teraseduh Coffee shop Medan, as well as to identify the most dominant variable affecting purchasing decisions. The research employed a quantitative approach using purposive sampling involving 50 respondents who had previously made a purchase. Descriptive analysis was used to describe respondent characteristics, while multiple linear regression analysis was applied to examine the influence of independent variables on purchasing decisions both partially and simultaneously. The results show that simultaneously, store atmosphere, product quality, promotion, and price significantly influence purchasing decisions. Partially, product quality and price have a positive and significant effect on purchasing decisions, while promotion does not have a significant effect. Product quality is the most dominant variable influencing purchasing decisions. Therefore, improving product quality, setting appropriate pricing strategies and store atmosphere should be prioritized to enhance consumer purchasing decisions.]]>
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