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This study aims to determine the influence of differentiation strategies, product quality, and price on purchasing decisions in Mataram coffee shops. The type of research used in this research is quantitative research. Meanwhile, the data used in this study is primary data obtained from respondents' answers to the questionnaire to be shared. The sampling method uses the accidental sampling method. The population in this study is visitors to Mataram coffee shops every day. The sample in this study was 75 respondents. The data analysis in this study used multiple linear regression using validity test, reliability test, multiple linear regression analysis test and t hypothesis test and determination coefficient test with the SPSS 26 For Windows statistical application program. The results of this study show that differentiation strategies, product quality, and price have a positive and significant effect on consumer purchasing decisions. Mataram coffee shop management should improve marketing strategies in the form of more competitive prices, good product quality, and innovative differentiation strategies in an effort to improve purchase decisions. By implementing the right differentiation strategy in mataram coffee shops. By implementing the right differentiation strategy, Mataram coffee shops can increase the attractiveness of their products, attract new customers, and build long-term loyalty. Therefore, differentiation remains an element that needs to be strengthened to strengthen the business position in the midst of fierce competition.

This study analyzes the effect of sustainable investment awareness and risk perception on students' interest in green finance instruments, with financial literacy as a mediating variable. A quantitative approach was used, involving 180 student respondents in the Special Region of Yogyakarta, who were selected through a purposive sampling technique using an online questionnaire via Google Forms. Data analysis was conducted using the SEM-PLS method through SmartPLS version 4.1.1.2. The results showed that sustainable investment awareness, risk perception, and financial literacy positively and significantly affect student investment interest in green finance. In addition, financial literacy acts as a significant mediator in the relationship between sustainable investment awareness and risk perception on interest in investing in green finance. This study contributes to developing literature on sustainable investment behavior among the younger generation, especially university students, by integrating financial literacy variables as a mediating mechanism. The findings expand the understanding of how psychological factors and financial knowledge influence investment decisions in sustainability.