Abstrak
This study aims to prove the effect of store atmosphere, store location and product assortment on purchasing decisions (a case study on S-Mart supermarket consumers in Tarakan). This research is a quantitative research using survey method. Data collection techniques were carried out using a questionnaire (questionnaire). This sample was taken using a purposive sampling method with 90 respondents who were consumers of S-Mart Tarakan. The data analysis method used in this study is multiple regression. The analytical tool used is SPSS. The results of the study show that the store atmosphere variable has no effect and is not significant on purchasing decisions. The store location variable has no effect and is not significant on purchasing decisions. The product assortment variable has no significant effect on purchasing decisions.