Considering customer demographics, this study examines the influence of corporate social responsibility (CSR), social media marketing, sales promotion, store environment, and perceived value on purchasing decisions in coffee shops within the Food and Beverage sector. A quantitative research methodology was employed, collecting data from 240 coffee shop customers in Indonesia through a structured survey. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to assess the relationships between the studied variables. The results reveal significant effects of CSR initiatives, digital marketing efforts, promotional strategies, and store ambiance on consumer purchasing behavior, emphasizing the importance of perceived value in shaping purchase intent. These findings offer valuable insights for coffee shop owners, marketers, and industry practitioners aiming to enhance customer engagement and drive sales. Furthermore, this study contributes to a broader understanding of consumer decision-making in the Food and Beverage industry, particularly in the growing coffee shop market.