PENGARUH KUALITAS PRODUK, KUALITAS LAYANAN, DAN STORE ATMOSPHERE TERHADAP KEPUTUSAN PEMBELIAN PADA PELANGGAN DELIWAFA STORE

The research aims to analyze the influence of product quality, service quality, and store atmosphere on purchasing decisions. This research is quantitative research. The research was conducted on Deliwafa Store consumers with a total of 96 respondents. The sampling technique used was purposive sampling, and data collection was carried out through questionnaires. The data analysis technique uses multiple linear regression analysis and uses the SPSS application. The research results show that product quality, service quality and store atmosphere influence purchasing decisions. Based on this research, it shows that the Deliwafa Store is expected to continue to improve product quality, increase the variety of products or types of products sold, improve the arrangement of its shelves so as to attract more consumers and increase purchasing decisions.