<![CDATA[The increasingly tight competition in the gold jewelry retail industry requires companies to understand the factors that influence consumer purchasing decisions, especially at the beginning of the month when purchasing power tends to increase. This study aims to analyze the influence of store image, store atmosphere, and product quality on purchasing decisions at the JW Collection Gold Shop in Mojokerto City. This study uses an explanatory quantitative approach with a survey method. The research population is consumers of the JW Collection Gold Shop with a sample of 100 respondents selected through purposive sampling. Data were collected using a five-point Likert scale questionnaire and analyzed using descriptive statistics, validity tests, reliability tests, classical assumptions, multiple linear regression, t-tests, F-tests, and coefficients of determination with SPSS 31. The results showed that the three variables have a positive and significant effect, both partially and simultaneously, on purchasing decisions. In conclusion, product quality is the strongest partial predictor, while the three variables explain 87.9% of the variation in purchasing decisions]]>
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