Dzulfikar Rifky Adisyahputra Puili (01011190059) PENGARUH PRODUCT INNOVATION, SERVICE QUALITY, PRICE, DAN BRAND IMAGE TERHADAP PURCHASE DECISION DI KEDAI KOPI KENANGAN (xiv + 91 halaman, 7 gambar, 17 tabel, 1 lampiran) Penelitian ini bertujuan untuk menganalisis pengaruh product innovation, service quality, price, dan brand image, terhadap purchase decision di kedai Kopi Kenangan. Metode penelitian adalah kuantitatif dengan survei, dimana sample diambil dengan purposive sampling. Data diperoleh dengan kuesioner yang disebarkan secara online dengan menggunakan skala likert 1-5. Jumlah data yang diolah berjumlah 203 responden. Data dianalisis menggunakan SmartPLS 4. Hasil penelitian ini menunjukan bahwa product innovation, service quality dan price berpengaruh positif terhadap brand image. Brand image, product innovation, service quality, dan price berpengaruh postif terhadap purchase decision. Penelitian ini berkontribusi terhadap ilmu pemasaran dan perilaku pembelian yang dipengaruhi oleh product innovation, service quality, price, brand image, dan purchase decision Kata Kunci: product innovation, service quality, price, brand image, purchase decision, Kopi Kenangan/Dzulfikar Rifky Adisyahputra Puili (01011190059) THE INFLUENCE OF PRODUCT INNOVATION, SERVICE QUALITY, PRICE, AND BRAND IMAGE ON PURCHASE DECISION AT KENANGAN COFFEE SHOP (xiv + 91 pages, 7 pictures, 17 tables, 1 attachment) This research aims to analyze the influence of product innovation, service quality, price and brand image on purchase decisions at the Kopi Kenangan shop. The research method is quantitative with a survey, where samples are taken by purposive sampling. Data was obtained using a questionnaire distributed online using a 1-5 Likert scale. The amount of data processed was 203 respondents. Data were analyzed using SmartPLS 4. The results of this research show that product innovation, service quality and price have a positive effect on brand image. Brand image, product innovation, service quality, and price have a positive influence on purchase decisions. This research contributes to marketing science and purchasing behavior which is influenced by product innovation, service quality, price, brand image, and purchase decisions Keywords: Product innovation, service quality, price, brand image, purchase decision, Kopi Kenangan