<![CDATA[The purpose of this study is to examine the partial and simultaneous effects of digital payment and store atmosphere on purchase decisions at Toko Kelontong Madura Bintang Barokah, Wonogiri. The research approach uses a causal associative quantitative method. The sample used consisted of 100 store customer respondents with an accidental sampling technique. Primary data were collected through a structured questionnaire and analyzed using multiple linear regression via IBM SPSS Statistics 26. The results of the partial analysis show that the store atmosphere variable does not have a significant and meaningful effect on purchasing decisions (t = -1.412; sig = 0.161 > 0.05). In contrast, the digital payment variable has a positive and highly significant effect on purchasing decisions (t = 11.310; sig = 0.000 < 0.05). The simultaneous test (F-test) proves that both independent variables together have a significant effect on purchasing decisions (F = 85.188; sig = 0.000 < 0.05) with a contribution of the coefficient of determination (R Square) value of 64.7%. In conclusion, the physical rejuvenation of the store only serves as a basic comfort standard, while the provision of QRIS digital payment becomes the main driving force in facilitating transactions and executing consumer purchase decisions in rural areas.]]>
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