<![CDATA[This study aims to analyze the impact of JSM (weekend) discounts, store atmosphere, and service quality on consumer purchase intention at Indomaret in Jombang Regency. A quantitative method was employed, involving 100 respondents surveyed via questionnaires. Non-probability sampling specifically purposive sampling was used as the sampling technique. Data analysis was conducted using multiple linier regression with SPSS 25 software. The t-test (partial results revealed that the store atmosphere variable did not have a significant effect on consumer purchase intention, whereas the JSM discount and service quality variables did. The F-test (simultaneous analysis) results indicated that JSM discounts, store atmosphere, and service quality collectively (simultaneously) influenced customer purchase intention. The study implies that Indomaret in Jombang Regency needs to place greater emphasis on store atmosphere including layout, interior design, and cleanliness while also focusing on discount strategies to enhance overall quality.]]>
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