<![CDATA[This study aims to analyze the influence of service quality on purchasing decisions, analyze the influence of store atmosphere on purchasing decisions, and analyze the influence of service quality and store atmosphere together on consumer purchasing decisions. This study uses a quantitative approach method with data collection techniques by distributing questionnaires to 150 respondents who are ACK consumers in Singaraja. The data analysis method used in this study is multiple linear regression analysis. Hypothesis testing was conducted using the t-test, F-test, and coefficient of determination test processed using SPSS version 25. The results show that partially, service quality has a positive and significant effect on consumer purchasing decisions. In addition, store atmosphere also partially has a positive and significant effect on purchasing decisions. Simultaneously, the variables of service quality and store atmosphere have a positive and significant effect on consumer purchasing decisions. The coefficient of determination results indicate that service quality and store atmosphere contribute 84.1% to purchasing decisions, while the remaining 15,9% is influenced by other variables not examined in this study.]]>
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