Abstract
Intensifying competition in the coffee industry requires business actors, including cart-based coffee businesses such as Karra Kopi in Cianjur Regency, to implement effective marketing strategies. This study aims to analyze the influence of social media promotion, price, and product quality on purchase decisions, both directly and through purchase intention as an intervening variable. The study employed a quantitative associative approach with a cross-sectional design. Data were collected through questionnaires from 250 consumers of Karra Kopi selected using purposive sampling and analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 3. The results show that social media promotion, price, and product quality have a positive and significant effect on both purchase intention and purchase decisions, with product quality as the strongest direct predictor of purchase decisions and purchase intention as the strongest overall direct predictor. Purchase intention was also found to partially mediate the effect of the three independent variables on purchase decisions. This study recommends that Karra Kopi prioritize consistent product quality, maintain competitive pricing, and optimize social media promotional content to enhance consumer purchase intention and purchase decisions.