<![CDATA[This study aims to determine the influence of Store Atmosphere and Product Quality on Purchasing Decisions among consumers of Setia Budi Street Pure Milk, Medan. This study used a quantitative approach with multiple linear regression analysis. The sample size was 90 respondents obtained through accidental sampling. Data collection was conducted through questionnaires.Partial test results indicate that Store Atmosphere has a positive and significant effect on Purchasing Decisions, with a calculated t-value of 6.420 > t-table 1.986 and a significance value of 0.000 < 0.05. Product Quality also has a positive and significant effect on Purchasing Decisions, with a calculated t-value of 4.270 > t-table 1.986 and a significance value of 0.000 < 0.05. The simultaneous test results indicate that Store Atmosphere and Product Quality jointly have a significant effect on Purchase Decisions, with a calculated F-value of 121.444 > F-table of 3.100 and a significance value of 0.000 < 0.05. The Adjusted R-square value of 0.721 indicates that 72.1% of the variation in Purchase Decisions can be explained by these two independent variables, while the remaining 27.9% is explained by other factors not examined in this study.Therefore, it can be concluded that a comfortable store atmosphere and good product quality play a significant role in driving consumer purchasing decisions. These findings can provide a strategic basis for businesses to increase customer satisfaction and loyalty.]]>
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