Abstract
Marketing mix were the main factors that were affecting purchase decisions; one of them was pricing. The customer felt that high pricing affects the purchase decision. This research was purposely to know the relations and impact of pricing toward purchase decisions at Koultoura Coffee, West Jakarta. The analysis method used was descriptive analysis and simple regression analysis. This research shows that there is an impact of pricing toward purchase decisions at Koultoura Coffee at 48% with the correlation at 0.692, which signifies the relationship between the two variables is strong. The purchase decision at Koultoura Coffee will increase if the pricing suits the customer's capability.
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