<![CDATA[This research analyzes the influence digital marketing, store atmosphere and service quality on purchasing decisions (case study in Coffee Kovii), Kediri City. Quantitative methods were used with a sample of 85 consumers taken randomly Incidental Sampling. Data was collected through questionnaires and analyzed using validity, reliability, classical assumptions, multiple linear regression, R², t test and f test. The results of this research show that digital marketing partially has a significant effect on purchasing decisions with a significance value of 0.000 < 0.05. Store atmosphere partially has a significant effect on purchasing decisions with a significance value of 0.001 < 0.05. Service quality partially has a significant effect on purchasing decisions with a significance value of 0.000 <0.05. Whereas digital marketing, store atmosphere and service quality simultaneously has a significant effect on purchasing decisions with a significance value of 0.000 <0.05.]]>
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