<![CDATA[Increasingly intense competition in the retail business requires business owners to understand the factors influencing consumer purchase decisions. SRC Rehan Store faces several issues, including inconsistent product availability, suboptimal store atmosphere, and shopping comfort that still needs improvement. This study aims to determine the effect of product completeness, store atmosphere, and shopping comfort on consumer purchase decisions at SRC Rehan Store. This research employed a quantitative approach involving all customers of SRC Rehan Store as the population. A total of 100 respondents were selected using accidental sampling. Data were collected through interviews, observations, and questionnaires, and then analyzed using multiple linear regression with the assistance of SPSS version 31.0. The results indicate that product completeness, store atmosphere, and shopping comfort each have a positive and significant effect on consumer purchase decisions. Simultaneously, the three independent variables also have a positive and significant effect on purchase decisions, with an explanatory power of 81.9%. It can be concluded that improving product completeness, store atmosphere, and shopping comfort can increase consumer purchase decisions at SRC Rehan Store.]]>
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