This study aims to examine the effect of shop location, store image, store
atmosphere, and product completeness on consumer purchasing decisions
(studies on consumers of the EK-Mart Kedungwuluh Kidul Patikraja Banyumas
Store). This research uses quantitative research methods, non probability
sampling techniques, then the data collection technique using convenience
sampling is a method of determining the sample based on convenience. The
population in this study were consumers of EK-Mart Stores. This research sample
was 105 respondents. The results of the analysis show that partially the location
of the store, the image of the shop, and the atmosphere of the store, have a
positive but not significant effect on purchasing decisions. Product completeness
has a significant positive effect on purchasing decisions. Furthermore, the results
of the analysis simultaneously show that the store location, store image, store
atmosphere, and product completeness have a significant positive effect
simultaneously on purchasing decisions. While the variability of all variables has
an influence on purchasing decisions of 66.1%.