INTERNATIONAL CONFERENCE OF ISLAMIC ECONOMICS & BUSINESS

This study aims to examine the effect store atmosphere, product diversity and promotions on consumer purchasing decisions in 212Mart. This data was obtained through a survey using a Google form questionnaire to 100 respondents using the purposive sampling technique on consumers 212 Mart The data analysis technique uses a multiple equation model with the help of SPSS 25. The research findings show that store atmosphere, product variety and promotions influence purchasing decisions positively and significantly while the f test shows that store atmosphere, product variety and promotions influence purchasing decisions simultaneously at 212Mart.