QRIS and Marketing Mix Influence on Coffee Shop Purchase Decisions

Abstract

This study aims to analyze the influence of product quality, pricing, location, and QRIS usage on consumer purchasing decisions at Kopi Rumah Mantan, Gunung Malang Branch, Balikpapan. A quantitative approach was employed using multiple linear regression analysis on 363 respondents who had made repeat purchases. The instrument, based on a Likert scale, was tested for validity and reliability before final analysis. Findings reveal that all four independent variables product, price, location, and QRIS have a positive and significant effect on purchasing decisions, both individually and collectively. Among them, location exerted the strongest influence, followed by QRIS usage. The adjusted R² value of 0.977 indicates that 97.7% of the variation in purchase decisions is explained by these variables. These results underscore the importance of an integrated marketing mix strategy supported by digital tools such as QRIS to effectively enhance consumer purchasing decisions in the food and beverage retail sector.