The The Effect Of Price And Location On Purchasing Decisions In Mobile Coffee Businesses In Pontianak City

Authors

  • Fransiska Elvi Andriani Institut Bisnis Dan Ekonomi Indonesia
  • Melati Rupina Institut Bisnis Dan Ekonomi Indonesia
  • Rutpina Vebrianti Institut Bisnis Dan Ekonomi Indonesia
  • Lidia Febrianti Institut Bisnis Dan Ekonomi Indonesia

DOI:

https://doi.org/10.54526/jbensm.v2i1.20

Keywords:

location, price, purchase decisions, sem pls, Coffee Business

Abstract

This research investigates price and location shape consumer purchasing decisions within mobile coffee ventures operating across Pontianak City. The remarkable expansion of mobile coffee enterprises has transformed consumer buying patterns, particulary among younger demographic who placehigh value on cost effectiveness and else of access. To test the proposed hypotheses, employing a quantitative research design, this study adopted the SEM-PLS (Structural Equation Modeling-Partial Least Squares) analytical freamwork. One hundred respondents were recruited through purposive sampling, selecting individuals who had previously bought products from mobile coffee vendors in pontianak city survei instruments were administered through an online questionnaire platfrom (google forms). Finding Reveal that pricing a positive influence on purchasing decisions, supported by evidence meeting the required significance criterion (β = 0.526, p < 0.05),whereas location likewise produces a positive affect that holds up under statistical scrutiny (β = 0.377, p < 0.05). combined, both predictors account 71% of the variablity observed in purchasing decisions (R² = 0.710), these results demonstrate the model’s high explanatory capacity, confirming that competetive pricing serves as the primary driver of consumer purchasing behavior in the mobile coffee sector. These outcomes underscore the strategic relevance of cost competitiveness and location accessibility for micro-scale mobile coffee operators

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Published

2026-07-30

How to Cite

Andriani, F. E., Rupina, M. R., Vebrianti, R. V., & Febrianti, L. F. (2026). The The Effect Of Price And Location On Purchasing Decisions In Mobile Coffee Businesses In Pontianak City . Journal of Business Economics : Needs, Services, and Money, 2(1), 22–39. https://doi.org/10.54526/jbensm.v2i1.20

Issue

Vol. 2 No. 1 (2026): Journal of Business Economics:Needs, Services, and Money

Section

Research Articles

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Copyright (c) 2026 Fransiska Elvi Andriani, Melati Rupina, Rutpina Vebrianti, Lidia Febrianti

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This work is licensed under a Creative Commons Attribution 4.0 International License.