This study aims to analyze the effect of store atmosphere, service quality, and product completeness on purchasing decisions. The sampling technique used in this study was non-probability sampling with a purposive sampling approach. Based on the criteria, there were 118 respondents who became the sample. This study uses data analysis techniques, that are descriptive test, instrument test, classical assumption test, multiple linear regression analysis, coefficient of determination test, F test, and t test. The results of the analysis show that store atmosphere, service quality, and product completeness simultaneously have a significant effect on purchasing decisions, then store atmosphere, service quality partially have a significant positive effect on purchasing decisions, but product completeness partially has no significant positive effect on purchasing decisions