Analisis Pengaruh Store Atmosphere Terhadap Kepuasan Konsumen Dimediasi Oleh Keputusan Pembelian Pada Toko Buku Togamas Cabang Kota Malang

This study aims to analyze and test the effect of store atmosphere on consumer satisfaction with purchasing decisions as a mediating variable. The approach used in this study is quantitative with the type of explanatory research. The sample from this study were 120 respondents. Data collected through questionnaires were then analyzed using the Partial Least Square (PLS) approach. The results of the analysis show that store atmosphere has a significant influence on consumer satisfaction. And purchasing decisions can be a mediating variable of store atmosphere relations to consumer satisfaction.