| Summary: | The rising interest in coffee consumption has caught the attention of many local businesses, especially small and medium-sized businesses (SMEs) in Malaysia. Thus, there is an urgent need for understanding the consumers’ behaviours and needs, particularly in their purchase decision of coffee. This research aims to study the factors that influence the purchase decision of coffee in Shah Alam. An online survey was distributed to 308 respondents to gather customers’ opinion on the factors that influence their purchase decision of coffee. The result of the study reveals that price, digital marketing and job performance are the significant predictors, with digital marketing as the most influential factor. The findings suggest that business owners should focus more on digital marketing and pay attention to advertise the coffee as a means to improve job performance. Based on the variables presented in the study, the business owners particularly in the coffee industry able to gain competitive advantages to boost the sales and to sustain in a highly competitive market. From the angle of emphasizing digital marketing, putting a good price point for products and location of promotion in focus for enhancing job performance among coffee drinkers would increase consumer purchase decision towards their coffee at their cafes. © 2023, The Author(s), under exclusive license to Springer Nature Switzerland AG.
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