The Effect of Brand Awareness, Marketing Mix Strategy, and Customer Satisfaction on Purchasing Decisions at Coffee Shop Consumers in Blitar City

This study aims to examine the effect of Brand Awareness, Marketing Mix Strategy, and Customer Satisfaction on consumer purchasing decisions at coffee shops in Blitar City. This study uses a quantitative method with a survey approach and distributes questionnaires to 110 respondents. Data analysis was performed using multiple linear regression. The validity and reliability test results show that all instruments in variables X1 (Brand Awareness), X2 (Marketing Mix), X3 (Customer Satisfaction), and Y (Purchasing Decisions) are declared valid with r count> 0.187 and reliable (Cronbach's Alpha> 0.7). The regression test results show that Brand Awareness has a significant effect on Purchasing Decisions with a t value = 3.430 and sig. = 0.001, Marketing Mix with t count = 3.430 and sig. = 0.001, and Customer Satisfaction with t count = 4.267 and sig. = 0,000. The F test shows that the three independent variables simultaneously have a significant effect on Purchasing Decisions with a value of F count = 67.415 and sig. = 0,000. The coefficient of determination (R²) of 0.659 indicates that 65.9% of the variation in purchasing decisions can be explained by the three independent variables in the model. This finding implies that the synergy between brand strength, marketing mix strategy, and customer satisfaction is an important determinant in driving consumer purchasing decisions in the coffee shop sector