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This study aims to determine the effect of location, store atmosphere, and content marketing on Generation Z consumer purchasing decisions at Hakui Kopi 0 KM Tulungagung. This type of research uses quantitative research with associative methods. Sampling was carried out using purposive sampling method, the population in this study were generation z consumers at Hakui Kopi 0 KM Tulungagung. The data used in this study are primary data using a questionnaire and get a sample size of 144 which can be obtained using Hair's formula. The analysis technique used in this study consists of validity test, reliability test, classical assumption test, multiple linear regression analysis, t test, F test, and determination coefficient test (R2). The results of the study indicate that partially the location has a positive and significant effect on purchasing decisions with a significance value of 0.000> 0.05. Furthermore, Store Atmosphere partially has a positive and significant effect on Purchasing Decisions with a significance value of 0.000 <0.05. Content Marketing has a positive and significant effect on Purchasing Decisions with a significance value of 0.000> 0.05. The influence of Location, Store Atmosphere, and Content Marketing simultaneously has a positive and significant effect on Generation Z Consumer Purchasing Decisions at Hakui Kopi 0 KM Tulungagung.

This study aims to evaluate the extent to which service quality, store atmosphere, and the implementation of proactive strategies contribute to business strategy at CV MM Acing Jaya located in Pangkalpinang. This study uses a quantitative approach with data collection techniques through distributing questionnaires to 71 respondents consisting of customers and business partners of the company. Multiple linear regression analysis was used to test the research hypothesis consisting of three independent variables (service quality, store atmosphere, and proactive strategy) and one dependent variable (business strategy). The results showed that store atmosphere and proactive strategy had a positive and significant effect on business strategy, while service quality showed no significant effect. The findings suggest that the creation of a supportive store atmosphere and the implementation of responsive and innovative strategies are important factors in strengthening the competitiveness of ritel companies. This research provides a practical contribution for businesses in developing business strategies that are more adaptive and oriented to consumer needs.

Abstract. This study aim is to find out how customers feel about the atmosphere and quality of service at Sociostyle Stores. A descriptive quantitative method was used in this study. In this study, the study population was made up of people who shopped at the Temanggung Sociostyle Shop. The exact number of people who shopped there was not known because the number of people who shopped there was always growing. Because of this, the sampling strategy is based on the Lemeshow formula. Based on the numbers, the number of people in the sample is 100. For their research, the researchers used a questionnaire with a Likert scale and direct observation. After the data were collected, the instrument's validity and reliability were checked. After the instrument has been found to be valid and trustworthy, descriptive statistical analysis can continue so that the research questions can be answered. The results showed that all of the store atmosphere and service quality variables were in the very high category because their mean values were between 3.24 and 4.00.