Specialty coffee is a trend that is picking up in the Malaysian market albeit it has been widely commercialized in other parts of the world. Established and home-grown cafes and coffee-houses have begun adding specialty coffee to its menu in hopes of gathering interest and cultivate the practice of consuming specialty coffee. The main purpose of this study is to investigate the impact of price, brand image, and product quality have towards consumers’ buying behavior on specialty coffee. Data were collected from 139 citizens in Klang Valley, Selangor, Malaysia by a convenient sampling method and analysed using partial least squares structural equation modeling (SmartPLS). The results show that price and brand image have a significant impact on consumers’ buying behavior. However, product quality has no significant effect on consumers’ buying behavior. This research provides managerial implications to enable businesses alike to continually provide the needs that the market warrants through three common factors – price, brand image and product quality

buying behaviour, price, brand image, product quality, specialty coffee, Malaysia.