Abstract
The rapid growth of the coffee shop industry in the Tebet area of South Jakarta has created intense business competition. Currently, Relung Kopi faces challenges regarding inconsistent product quality, price perceptions that do not yet align with the customer experience, and a decline in repeat visits from existing customers. This study aims to analyze the influence of product quality and price perception on consumer purchasing decisions at Relung Kopi. A quantitative approach was employed, utilizing questionnaires, observation, and a literature review. Based on an average population of 2,700 customers per month, a sample of 96 respondents was selected using the Slovin formula. Data analysis was conducted using SPSS software, encompassing tests for validity, reliability, classical assumptions, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²). The results indicate that product quality has a positive and significant partial effect on purchasing decisions (regression coefficient: 0.388; sig.: 0.000). Price perception also has a positive and significant effect on purchasing decisions (regression coefficient: 0.710; sig.: 0.000). Simultaneously, both variables were found to have a significant effect on purchasing decisions (sig.: 0.000). The R-squared value of 0.512 indicates that 51.2% of the variation in purchasing decisions can be explained by product quality and price perception, while the remaining 48.8% is influenced by factors outside the scope of this study.