The Influence of Price, Business Location and Taste on Customer Satisfaction at Agam Stabat Coffee Shop

This research endeavors to examine the impact of three key variables—Price, Business Location, and Taste—on Purchase Decisions. The methodology employed is quantitative in nature, utilizing multiple linear regression analysis as the analytical framework. The outcomes of the partial test analysis (t-test) demonstrated that Price (t = 10.463; Sig. = 0.000), Business Location (t = 9.451; Sig. = 0.000), and Taste (t = 8.037; Sig. = 0.000) each exerted a positive and statistically significant influence on Purchase Decision. According to the standardized coefficient values, Business Location emerged as the most influential variable, with a beta coefficient of 0.375. Furthermore, the regression model was confirmed to be devoid of multicollinearity concerns. These results offer strategic recommendations for organizational leadership to enhance location selection, pricing strategies, and product taste attributes in order to foster sustainable improvements in consumer purchasing behavior.