PENGARUH SUASANA TOKO DAN KERAGAMAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN DI TOKO GAJAYANA GADGET STORE

to find out the influence of store atmosphere and product diversity on purchasing decisions at the Gajayana Gadget Store. Research type: Using explanatory research methods. The sample in this purposive sampling was 100 respondents. The scaling used is the link scale for the independent variable. The validity test of this study used a comparative value with the r count table. The reliability test in this study with the Cronbach Alfha coefficient and the data analysis technique used in this study is multiple linear regression. Results: the results of this study are consistent with the theory put forward by Utami (2008: 279) stating that the creation of the atmosphere means the design environment through visual communication, lighting, colors, music and fragrances to stimulate emotional responses and customer perceptions and to influence customers to buy goods