<![CDATA[This study examines the relationship of store atmosphere and product completeness with purchasing decisions at Pangjay Fishing Shop in Central Jakarta. Using a quantitative associative approach, data were collected through questionnaires from 100 respondents selected using purposive sampling. Data were analyzed using simple and multiple linear regression, the coefficient of determination, t-tests, and an F-test with SPSS. The results indicate that store atmosphere is positively and significantly associated with purchasing decisions (t = 4.972, p < 0.001), while product completeness also shows a positive and significant association (t = 10.517, p < 0.001). Simultaneously, both variables are significantly associated with purchasing decisions (F = 60.003, p < 0.001), with a coefficient of determination (R²) of 55.3%. These findings indicate that store atmosphere and product completeness jointly explain 55.3% of the variation in purchasing decisions, while the remaining 44.7% is attributable to other factors not examined in this study]]>
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