<![CDATA[This study aims to determine the effect of Store Atmosphere, Shopping Lifestyle, and Fashion Involvement on Purchase Decisions for Uniqlo Products in Mataram City. This study uses a quantitative approach with a sample size of 96 respondents. Data collection was carried out through a questionnaire using a Likert scale as a measuring tool, and data analysis using multiple regression with the help of SPSS version 30. The results of this study found that: 1 Store Atmosphere (X1), has a partial effect on purchasing decisions for Uniqlo products in Mataram City. 2 Shopping Lifestyle has a partial effect on purchasing decisions for Uniqlo products in Mataram City. Fashion Involvement has a partial effect on purchasing decisions for Uniqlo products in Mataram City. Store Atmosphere, Shopping Lifestyle, and Fashion Involvement have a simultaneous (together) effect on purchasing decisions for Uniqlo products in Mataram City.Keywords: Store Atmopshere, Shopping Lifestyle, Fashion Involvement, Purchase Decision.]]>
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