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This study aims to explain and prove the hypothesis about whether there is an influence of store atmosphere, price perceptions, and product completeness on purchasing decisions at Pamenang Pagu Kediri Supermarkets. This research uses descriptive research with quantitative methods with sampling techniques, namely Nonprobability Sampling with the accidental method with a total population of 300 respondents and a sample of 75 respondents who are consumers at Pamenang supermarkets. The analysis technique used is validity test, reliability test, classic assumption test, multiple linear regression test, t test (partial) F test (simultaneous), and the determinant coefficient (R2) which is processed using the SPSS version 25 program. The conclusions of this study that partially store atmosphere has no significant effect on purchasing decisions obtained a significant value of 0.206> 0.05. Perceived price partially has a significant effect on purchasing decisions with a significant value of 0.000 <0.05. Product completeness partially has a significant effect on purchasing decisions with a significant t value obtained for 0021 <0.05. Store atmosphere, price perception, and product completeness simultaneously have a significant effect on purchasing decisions with an F test value of 0.000 <0.05.

This study aims to determine how influential the store atmosphere variables and service quality are on customer satisfaction in silkygirl beauty products at Matahari Department Store Thamrin Medan. This research method uses quantitative methods with data collection techniques used in this study are interviews and questionnaires. The population used is employees who are consumers of slkyygirl beauty products, with the number of samples taken using the slovin formula, the sample obtained is 94 respondents with α = 0.5 . Data processing using SPSS Version 25 software, with descriptive analysis, multiple regression analysis and hypothesis testing. Based on the results of partial testing, the product has a positive and significant influence on customer satisfaction. Then based on the partial results it can be concluded that H2 is rejected which means that partially service quality does not have a positive and significant effect on customer satisfaction. In testing the F test that has been carried out by the author, it is known that the store atmosphere variable (X1) and service quality (X2) together have a positive and significant effect on customer satisfaction at the Silkygirl store in Matahari Department Store, Medan.