When do Consumers Decide to Buy? Moderating Role of Perceived Quality

The increasingly tight competition in the Indonesian coffee industry demands a deep understanding of the factors that influence purchasing decisions.This study analyzes the influence of Consumer Value, Consumer Trust, and Product Variety on Purchase Decisions, with Perceived Quality as a moderating variable.An associative quantitative approach with moderation analysis was used on 675 urban coffee consumers who consume coffee at least four times per week, using a Likert scale questionnaire of 1-6.The classical assumption test showed no multicollinearity (VIF < 10) or heteroscedasticity (Sig.> 0.05).Although the data were not normally distributed, regression analysis was still feasible due to the large sample size.The results of multiple regression show that Consumer Value ( = 0.337; p < 0.001), Consumer Trust ( = 0.164; p < 0.001), and Product Variety ( = 0.173; p < 0.001) have a significant positive effect on Purchase Decision, with Consumer Value as the strongest predictor.The Moderated Regression Analysis (MRA) test revealed that Perceived Quality significantly strengthens the relationship between Consumer Trust and Purchase Decision ( = 0.125; p < 0.001), but does not moderate the influence of Consumer Value or Product Variety.These findings strengthen the commitment-trust and means-end models by demonstrating the synergistic role of perceived quality in enhancing the influence of trust on purchasing decisions.Practically, coffee businesses need to maintain highquality perceptions through quality assurance, certification, and product consistency to maximize the impact of trust, while maintaining product value and variety for competitive advantage.