THE INFLUENCE OF STORE ATMOSPHERE ON CONSUMER PURCHASING DECISIONS AT THE EIGER STORE

This study seeks to explore how Store Atmosphere influences consumer purchase decisions on Eiger Setia Budi, Medan. study's population consisted of customers the Setiabudi The samples taken were 96 respondents. data was obtained by distributing questionnaires. Data analysis done Simple linear and instrument tests in form validity, reliability, classical assumption normality heteroscedasticity tests, as well hypothesis testing utilizing T test coefficient determination test. According findings this study, has a positive significant influence purchasing decisions. is evident from 0,540 value regression for variable (X). t (X) 6,299 with significance level 0,000, determined researchers using partial (T-Test) null hypothesis. table (df = - 2) 1,985, therefore statistic > (6,299 1,985) it can be concluded that decisions, indicated 0,000 < 0,050.