The Influence of Store Atmosphere and Product Completeness on Purchasing Decisions at Pangjay Fishing Shop in Central Jakarta

Abstract

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