<![CDATA[This study aims to determine the effect of Store Atmosphere indicatorsconsisting of exterior, general interior, store layout and interior display on purchasing decisions at the Mitra Utama mini market, Air Upas sub-district, Ketapang Regency. Data was collected by distributing questionnaires. The sample used is 105 people, using an accidental sampling approach. The data analysis technique used is descriptive analysis,classical assumption test and multiple linear regression analysis using SPSS 23 statistical application. The results revealthat the coefficient of determination shows R square of 0.539, which means that store atmosphere affects purchasing decisions by 53.9% and theremaining 46.,1% influenced by other variables not examined in this study. The F test revealsthat the store atmosphere variable consisting of exterior, general interior, store layout and interior display simultaneously affects purchasing decisions. The t-test revealed that Exterior (X1), Store Layout (X3) and Interior Display (X4) partially have a positive and significant effect on purchasing decisions while General Interior (X2) variables have no significant effecton purchasing decisions]]>
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