<![CDATA[The primary objective of this quantitative inquiry is to empirically examine the impact of store ambience and pricing strategies on consumer purchase intention within the specific context of Rabbani Shop Cipto, Cirebon City. Adopting a survey-based methodological design, the study targeted a cohort of 133 distinct patrons who had previously transacted at the location. Data processing was executed via multiple linear regression algorithms facilitated by SPSS software, revealing that both store atmosphere and price exert a statistically significant and positive influence on purchase intention, manifesting both independently and synergistically. In terms of individual magnitude, store atmosphere accounts for a substantial 36.5% of the variance, whereas price contributes 28.8%. Collectively, these predictors explain 42.6% of the fluctuation in purchase intention, with the remaining variance attributable to unobserved exogenous factors. Consequently, these insights underscore the critical necessity of curating an immersive retail environment alongside a perception aligned pricing strategy to effectively catalyze consumer purchasing behavior.]]>
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