<![CDATA[This study aims to analyze the influence of product trends, store atmosphere, and service quality on consumer purchasing decisions at R2 Collection Rantauprapat. This study used a quantitative method with an associative approach. The population in this study was all consumers who had made purchases at R2 Collection Rantauprapat. The sampling technique used accidental sampling with a total of 100 respondents. Data collection was conducted through questionnaires using a Likert scale. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, partial t-tests, simultaneous F-tests, and the coefficient of determination (R²). The results showed that product trends and service quality had a positive and significant influence on consumer purchasing decisions.Meanwhile, store atmosphere did not have a significant influence on consumer purchasing decisions. Simultaneously, product trends, store atmosphere, and service quality had a positive and significant influence on consumer purchasing decisions at R2 Collection Rantauprapat. The coefficient of determination (R²) value of 0.735 indicates that 73.5% of the variation in purchasing decisions can be explained by the three independent variables in this study, while the remaining 26.5% is influenced by factors outside the research model.]]>
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