<![CDATA[Based on observations of sales data from the Batik Benang Raja Shop in Semarang, a downward trend in sales was observed in 2023. This decline indicates a decline in consumer purchasing decisions. This declining sales issue cannot be ignored by shop owners, as it can negatively impact business continuity. Several factors contributing to the decline in sales include social media promotions, product quality, and store atmosphere. This study aims to analyze the extent to which social media promotions, product quality, and store atmosphere influence purchasing decisions for fashion products at Batik Benang Raja Semarang. This study adopted a quantitative and qualitative approach using primary data obtained through a simple random sampling technique, with a sample size of 84 respondents, calculated using the Slovin formula. To analyze the data, this study used multiple regression analysis techniques, t-tests, F-tests, and coefficient of determination (R2) tests. The results showed that social media promotions did not significantly influence purchasing decisions for Batik Benang Raja Semarang products. This may be due to a lack of engagement and intensive interaction on social media or perhaps due to the inaccuracy in selecting the right promotional platform. Meanwhile, the variables of product quality and store atmosphere were shown to have a significant influence on purchasing decisions. Good product quality can increase consumer confidence in the products sold, while a comfortable and attractive store atmosphere can create a more enjoyable shopping experience, ultimately driving purchasing decisions. Therefore, even though social media promotion does not have a significant impact, product quality and store atmosphere remain important factors that Toko Batik Benang Raja needs to consider in increasing sales and attracting more customers. ]]>
