<![CDATA[This study examines the association of store atmosphere and product completeness with purchasing decisions at Pangjay Fishing Shop in Central Jakarta. A quantitative associative approach was employed, involving 100 respondents selected through non-probability purposive sampling. Data were collected using questionnaires and analyzed using simple and multiple linear regression, correlation analysis, 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), as is product completeness (t = 10.517, p < 0.001). Simultaneously, both variables are significantly associated with purchasing decisions (F = 60.003, p < 0.001). The coefficient of determination (R² = 0.553) indicates that store atmosphere and product completeness jointly explain 55.3% of the variation in purchasing decisions, while the remaining 44.7% is explained by other factors outside the research model. These findings highlight the relevance of store atmosphere and product completeness to purchasing decisions without establishing a causal relationship.]]>
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