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The purpose of this research is to find out and understand the things that can encourage purchasing decisions for a product in a coffee shop, namely service quality, product quality, and price accompanied by a brand image. The population and sample in this study were 125 respondents who made purchases at coffee shop outlets at least twice in the last 1 month, aged 18-25 years, and domiciled in DKI Jakarta. The analytical method used is the Structural Equation Model (SEM). In this study it was found that service quality, product quality, price and brand image influence purchasing decisions. And for service quality, product quality and price affect brand image. Based on the results of this study, the coffee shop must maintain and improve the quality of service which is considered good in providing satisfaction for its customers. After that, the product strategy implemented by the coffee shop is to prioritize the quality of taste and characteristics that are not found in other products so that consumers are attracted. Then, in terms of price, it is expected that the coffee shop will set a more affordable price, compared to the prices of other products.

The development of business in the current era is very promising, there are many opportunities and challenges for a company. Companies will compete with each other to be able to meet consumer needs, thus companies must be able to compete with other companies so that they can survive the competition that occurs Along with the times that have entered the Asean Economic Community (AEC), the era of globalization has resulted in many new businesses emerging which can lead to competition figures, quantitative research is research based on empirical philosophy with statistical data analysis with the aim of explaining and selling hypotheses. The researcher chose this type of quantitative research because he wanted to know and prove the effect of product quality and service quality on customer satisfaction 3Second in West Jakarta. This study used an associative design which can be used to see the effect of two or more variables. Based on the f testing criteria it can be seen that the significant value is 0.000 or less than 0.05, it can be stated that there is a significant simultaneous influence on promotion (X1) and product quality (X2) on purchasing decisions (Y). Brand image has a significant effect on product quality. On the results of the t test, a significant value of the brand image variable was obtained at 0.000 ± 0.05, which means that brand image has a significant effect on consumer satisfaction. Product quality has a significant effect on product satisfaction 3seconds. In the results of the t test, a significant value of the product quality variable is obtained at 0.000 0.05, which means that product quality has a significant effect on consumer satisfaction.