<![CDATA[This study analyzes the effect of store atmosphere, product quality and service quality on purchasing decisions for coffee at Bel Medan Johor. The research method used in this research is descriptive quantitative. This research was conducted at Kopi Bel Jalan Karya Kasih, Medan, Johor. The time of this study began in April 2022 until June 2022. The population in this study were consumers of Kopi Bel Medan Johor, amounting to 1,490 people. The results of this study using the slovin formula, researchers took a sample of 94 consumers of Kopi Bel Jalan Karya Kasih Medan Johor. The analytical method used is the multiple linear regression method using the SPSS program. The results of this study indicate that the value of t-count > t-table (3.766 > 1.29114) and a significant value of 0.000 is less than 0.1, meaning that Store Atmosphere has a significant effect on purchasing decisions for Kopi Bel Jalan Karya Kasih Medan Johor, then Ha1 is accepted. The value of t-count > t-table (9,151 > 1.29114) and a significant value of 0.000 is smaller than 0.1, meaning that the product has a significant effect on purchasing decisions for Kopi Bel Jalan Karya Kasih Medan Johor, then Ha2 is accepted. The value of t-count > t-table (7.987 > 1.29114) and a significant value of 0.000 less than 0.01 means that Service Quality has a significant effect on purchasing decisions for Kopi Bel Jalan Karya Kasih Medan Johor, then Ha3 is accepted. The value of Fcount (142.241) > Ftable (3.098), and a significance value of 0.000 < 0.1, it can be concluded that the fourth hypothesis is accepted, meaning that the Store Atmosphere (X1), Product Quality (X2) and Service Quality (X3) variables have a simultaneous effect ( simultaneous) to the Purchase Decision) (Y). The adjusted coefficient of determination (R Square) is 0.826, this means that 82.6% of the dependent variable can be explained by the independent variable while the rest (100% - 63.9% = 17.4%) is explained by other variables outside the variables studied. . Keywords: Store Atmosphere, Product Quality, Service Quality, Decision Purchase]]>
