<![CDATA[Abstrak Industri furniture di Indonesia saat ini berkembang dengan meningkatnya bisnis hotel, restoran, perumahan yang mengakibatkan meningkatnya orang yang memburu furniture. Hal ini mengakibatkan perusahaan furniture mengalami persaingan, salah satu perusahaan furniture yang ikut bersaing yaitu Informa furnishings. Maka dari itu, Informa Furnishings diminta untuk berkembang sehingga bisa menguasai pangsa pasar dengan salah satu factor yang bisa berpengaruh pada pembelian, brand image dan store atmosphere. Penelitian dilakukan dengan tujuan, agar bisa mengetahui dan menganalisis brand image dan store atmosphere terhadap keputusan pembelian.Metode penelitian yang diterapkan ialah metode kuantitatif,mengunakan deskriptif-kausalitas. Pengambilan sampel dengan teknik non probability sampling yang diterapkan dengan convenience sampling, menggunakan 100 responden yang sempat melaksanakan pembelian di Informa Furnishings Festival Citylink Bandung. Teknik analisis data yang digunakan analisis deskriptif dan analisis regresi berganda.Dari hasil analisis deskriptif brand image, store atmosphere dan keputusan pembelian sudah termasuk baik.hasil penelitiannya ialah brand image dan store atmosphere mempunyai dampak yang signifikan secara parsial dan simultan terhadap keputusan pembelian produk Informa Furnishings Festival Citylink Bandung dengan pengaruhnya sebesar 58,4% sisanya dipengaruhi variabel lain yang tidak kurang cermat dalam pelaksanaan penelitian.Kata Kunci : Brand Image, Store Atmospher, Keputusan PembelianAbstrak The furniture industry in Indonesia is currently growing with the increase in the hotel, restaurant, housing business which has resulted in an increase in people hunting for furniture. This has resulted in furniture companies experiencing competition, one of the furniture companies competing is Informa furnishings. Therefore, Informa Furnishings is asked to develop so that it can dominate market share with one of the factors that can affect purchases, brand image and store atmosphere. The research was conducted with the aim of knowing and analyzing brand image and store atmosphere on purchasing decisions.The research method applied is quantitative method, using descriptive-causality. Sampling with non-probability sampling technique which is applied with convenience sampling, using 100 respondents who had made a purchase at the Informa Furnishings Festival Citylink Bandung. The data analysis technique used was descriptive analysis and multiple regression analysis. From the results of the descriptive analysis of brand image, store atmosphere and purchasing decisions, the results are good. other variables that are not less careful in carrying out the research.Keywords: Brand Image, Store Atmosphere, Purchase Decision]]>
Copyrights © 2022
