<![CDATA[This research aims to understand the store's atmosphere and sales promotions influencing purchasing choices. This research involves a quantitative strategy. Multiple linear regression is used as a data analysis technique. Non-probability is used in research. This research relies on essential information collected through questionnaires. The research is expected to show that purchasing choices are influenced by store atmosphere and sales promotions. Based on this research's findings, store atmosphere, and sales promotions significantly influence purchasing choices where f count is 31.885 > f table 3.09. The shop's atmosphere influences purchasing choices. Namely, t count 5.202 > t table 1.988. Sales promotions influence purchasing choices, namely t count 3.182 > t table 1.988. The coefficient of determination (adjusted R2) shows that 38.4 purchasing choices are influenced by store atmosphere and sales promotions. Variables outside this research influence the remaining 61.6. Keywords: Store, Promotions, Purchasing Options, Transmart Abstrak Penelitian ini yakni memahami suasana toko dan promosi penjualan mempengaruhi pilihan pembelian. Penelitian ini melibatkan strategi kuantitatif. Regresi linier berganda digunakan sebagai teknik analisis data. Non-probability dipakai penelitian. Penelitian ini bergantung pada informasi penting yang dikumpulkan melalui kuesioner. Penelitian diharapkan bisa memperlihatkan pilihan pembelian dipengaruhi oleh suasana toko dan promosi penjualan. Berdasarkan temuan penelitian ini, hasil penelitian yakni suasana toko dan promosi penjualan sama-sama miliki pengaruh signifikan terhadap pilihan pembelian dimana f hitung 31,885 > f tabel 3,09. Suasana toko memperlihatkan miliki pengaruh terhadap pilihan pembelian yakni t hitung 5,202 > t tabel 1,988. Promosi penjualan miliki pengaruh terhadap pilihan pembelian yakti t hitung 3,182 > t tabel 1,988. Koefisien determinasi (adjusted R2) memperlihatkan 38,4 pilihan pembelian dipengaruhi oleh suasana toko dan promosi penjualan. Selebihnya 61,6 dipengaruhi variabel diluar penelitian ini. Kata kunci: Store, Promosi, Pilihan Pembelian, Transmart]]>
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