<![CDATA[This study aims to analyze the impact of brand image and store atmosphere on consumer purchasing decisions j.co donuts & coffee mega mall manado city. The research method used is quantitative with a population taken from consumers. Sampling using non probability sampling method with 100 respondents. Based on the results of statistical tests, brand image at J.Co Donuts & Coffee is proven to have a significant influence on purchasing decisions. The t-count result is 3.177, which exceeds the t table value of 1.984. The significance level is 0,02, which is lower than (0.05). Based on the significant statistical test results, it can be concluded that the store atmosphere has a real influence on purchasing decisions at the store. The calculated t value of 6,966 far exceeds the t table value of 1.984. The significance level of 0.01 (less than 0.05), reinforces this conclusion. By reffering to the result of the f test, which show the calculated f value of 122.405 with a significance level of 0.000, we can conclude that the independent variables together or simultaneously, namely brand image and store atmosphere, have a significant influence on the dependent variable, namely purchasing decisions at J.Co Donuts & Coffee Mega Mall Manado City.]]>
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