The purpose of this study was to determine the effect of store atmosphere, promotion and product diversity on purchasing decisions. The sample selection in this study used purposive sampling. Based on the criteria, there were 120 respondents who became the sample. The data analysis techniques used in this research are data instrument test, descriptive statistical 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, promotion and product diversity simultaneously affect purchasing decisions, then store atmosphere and product diversity partially have a positive and significant effect on purchasing decisions, but promotions have a negative and not significant effect on purchasing decisions.