Ajzen and Fishbein's 1980 Theory of Planned Behavior is used to examine customer behavior. Planned behavior can be used to predict whether or not a person will perform a behavior or decision. Maka Theory of So Theory of Planned Behavior is a conceptual structure that explains individual actions based on three things, namely, attitudes towards behavior, how individuals feel or have a personal assessment of whether they like it or not. Subjective norms, are individual views that can influence an individual's desire to act. Perceived control is the level of ease or difficulty that individuals feel. The easier individuals find it to do something, the more likely they will do it (Mahyarni, 2013).

Buying choices are based on consumer behavior, which is a process strongly tied to the buying process. Customers will look into a service or product thoroughly before making a purchase decision (Indrasari, 2019). Various internal and external variables impact consumer behavior. Culture, society, individuals, and psychology are the four pillars upon which consumer behavior rests (Kotler & Keller, 2020).

According to (Yulianti and Sudrajat, 2021) a purchasing decision refers to the consumer’s choice to either buy or not buy a product or service. It reflects consumer behavior aimed at understanding the process involved in acquiring goods or services, where individuals actively participate in obtaining and utilizing them. Thus, individuals make purchasing decisions based on their personal needs and wants. As stated by (Kotler, 2016), the buying process consists of five key stages: recognizing a need, searching for information, evaluating alternatives, making the purchase decision, and engaging in post- purchase behavior.

Store image refers to the perception that consumers and the public have, based on their evaluation of the shopping center (Imanulah et al., 2022). Store image can be seen as something that consumers think about a store, this view can be the process of an individual choosing and deciding to make a purchase at a store. According to (Ananda, 2011) there are 3 indicators of store image, namely: Recognition, Reputation, and Affinity. In research by (Kusuma & Suasana, 2022; Nuriyah, 2022; Bujung et al., 2020; Jahroni et al., 2021) the store image positively and significantly influences consumers purchasing decisions.

Store atmosphere is an important factor for shopping centers to be able to make consumers feel interested in coming to visit and comfortable when shopping (Sudiantini et al., 2023). Store atmosphere is one of the marketing strategies created and influences a store to make consumers feel at home and

comfortable to make purchasing decisions and choose the type of product they will buy (Yuliani et al., 2021). According to (Indasari & Bachri, 2021), there are four elements that define a store’s atmosphere: the exterior, the general interior, the store layout, and the interior displays. Research by (Jahroni et al., 2021; Izati & Budiarti, 2021; Akbar & Tjahjaningsih, 2023; Indasari & Bachri, 2021) the store atmosphere has a positive and meaningful impact on customers buying decisions.

Product variety is the completeness of the product including size, type, quality, and product availability (Njoto, 2016). Product variety is one of the strategies implemented by the company by diversifying its products based on type, brand, color with the aim of fulfilling the needs and desires of consumers so that they are interested in making purchases. According to (Hidayat & Sujud, 2019), there are 4 the indicators of product variety include variations in product brand, product completeness, product size, and product quality. Research by (Suhardi et al., 2022; Sugiharto & Anggraini, 2022; Eriyanti & Kusmadeni, 2021; Tobing & Setiawan, 2020; Sholihatin et al., 2023; Gonie et al., 2022) that product variations have a positively and significantly influences consumers purchasing decisions.

Location is a place used for the process of delivering the movement of products and services from manufacturers to end users. To measure and determine the magnitude of the contribution of location in influencing purchasing decisions (Kelvinia, 2021). If a store has a strategic location, consumers will easily make the purchase process. According to (Tjiptono, 2016) there are 4 location indicators, namely: Access, Visibility, Traffic, and Parking Facilities. Research by (Hidayat, 2020; Prasetyo & Santoso, 2023; Andriansyah & Arifiansyah, 2021; Adrianata et al., 2022) the findings indicate that location plays a significant and positive role in shaping consumers' purchasing decisions. The following illustrates the conceptual framework of this research:

Table 1. Respons Rate

Respondents in this study are people who have made purchases at the Central Fashion Store Purbalingga. The method used in this research is the Non- Probability Sampling method, and the technique chosen is Accidental Sampling, Researchers opened research forms for 3 (three) weeks with a target of 120 respondents. From this time the questionnaire form was answered by 120 respondents. Thus, the response rate of the questionnaire that is suitable for analysis is 120.

Table 2. Responden Description

Based on the analysis of the respondents’ descriptions, the majority arevisiting and making purchases at Central Fashion Store Purbalingga based on gender, age, and occupation, namely 89 people (74%) are female, then 109 people (91%) in the age group 18-25 years, and 70 people (58%) are students.

Table 3. Descriptive Statistical Analytics

According to the data, the following variables had the highest number of responses: store image (average = 4.68, lowest = 4.22), stote atmosphere (average

= 4.86, lowest = 4.38), product variance (average = 4.78, lowest = 4.20), location (average = 4.89, lowest = 4.58), and purchasing decisions (average = 4.79, lowest

= 4.27).

Table 4. Validity Test

Based on the validity test results, all question items are deemed valid since the calculated r-values are greater than the r-table value. As a result, the validity criteria are satisfied, allowing for further analysis to be conducted (Ghozali, 2018).

Table 5. Reliability Test

Since all the variable reliability test results indicate a Cronbach’s Alpha value exceeding 0.60, it can be concluded that the reliability criteria for all variables in this study have been met and are considered reliable (Ghozali, 2018).

Table 6. Normality Test

The Kolmogorov-Smirnov test in SPSS showed a significance level of 0.070, indicating that the data from 120 respondents is normally distributed, as this value exceeds the threshold of 0.05 (Ghozali, 2018).

Table7. Multicollinearity Test

Given that all variables have tolerance values greater than 0.10 and VIF values less than 10, as demonstrated by the SPSS data analysis, this study infers the absence of multicollinearity (Ghozali, 2018).

Table 8. Heteroscedasticity Test

The lack of heteroscedasticity, indicated by each variable having a p-value greater than 0.05, permits the study to move forward to the subsequent phase. (Ghozali, 2018).

Table 9. Multiple Regression Analysis Test

Y = 0.447 + 0.038X1 + 0.293X2 + 0.416X3 + 0.146X4

The regression equation shown above can be represented as follows:

α = The constant is positive at 0.447 which indicates that if the variables of store image, store atmosphere, product variation, and location, then purchasing decision is worth 0.447.

β1 = A positive value of 0.038 for the store image variable is shown by the regression coefficient value of 0.038. This indicates that, all else being equal, a 0.038 rise in purchase decision is associated with a 1 unit increase in the shop image variable.

β2 = With a value of 0.293 for the Store Atmosphere regression coefficient, we can deduce that this variable is positively loaded. Keeping all other factors constant, this indicates that a 0.293 increase in purchase decision occurs for every 1 unit rise in the shop environment variable.

β3 = A positive value of 0.416 for the product variance variable is shown by the Product Variation regression coefficient. This indicates that, all else being

equal, a 0.416 increase in the purchase decision is associated with a 1 unit rise in the product variation variable.

β4 = With a result of 0.146 for the Location regression coefficient, we can see that the location variable is positively loaded. Assuming all other factors stay constant, a one-unit increase in the location variable will lead to a 0.146-unit increase in purchase decision.

Table 10. Coefficient of Determination Test (R2)

The Adjusted R-Square value of 0.616 indicates that the independent variables (Store Image, Store Atmosphere, Product Variety, and Location) collectively explain 61.6% of th|e variation in the depend ent variable (Purchas e Decision), whil e th|ere maining 38.4% is influ enced by other factors not includ ed in th|e model. Th e R-Squar e valu e of 0.629 shows that the co effici ent of d|etermination is 62.9%. Additionally, th|e R valu e of 0.793 signifi es a strong correlation of 79.3% between th|e ind epend ent variabl es and th|e depend ent variabl e (Ghozali, 2018).

Based on Goodness of Fit testing using the F test which is seen from the analysis of variance (ANOVA) value with the standard if the p-value < significance (sig < 0.05) then the model is said to be feasible. Judging from the ANOVA table above sig 0.000 <0.05, the F test is declared significant and the model is feasible to study.

The T-test in this study is employed to determine whether each hypothesis is supported and to assess the impact of each independent variable (X) on the

dependent variable (Y) (Ghozali, 2018). According to Table 9, the results of the t- test can be interpreted as follows:

Bas|ed on theresults of data analysis, it is known that the co|effici ent valu e (β1) of store imag|es of 0.038 is in the positiv e dir ection becausi (β1>0). Th|e calculat ed t valu e is 0.525, th|e t tabl evalu e of 1.658 means t count < t tabl e. Th|e significanc e valu e of 0.601 means α> 0.05. So that theco effici entvalu e (β1) of storeimag e of 0.038 shows a positiv edir ectionth|en t count of 0.525 < t tabl evalu e of 1.658 and α valu e of 0.601> 0.05. It is concluded that storeimag e has a positiv e but insignificant effect on purchasing decisions, which means that H1 is reject|ed.

Th|eco effici|entvalu e (β2) for th|e shop atmosph ere is 0.293, indicating a positiv erelationshipsinc e β2 > 0. The data analysis shows a t-valu e of 2.844, which is great|er than the critical t-valu e of 1.658. Additionally, thesignificanc elevel is 0.005, which is less than th|e 0.05 threshold. Th|er efor e, with a positiv eco effici ent of 0.293, a t-valu e of 2.844 exc|eedingth e critical valu e of 1.658, and a significanc elevel of 0.005 below 0.05, it can beconcluded that th|e shop atmosph|er e has a positive and significant impact on purchasing decisions, meaningH2 is accept|ed.

Bas|ed on th|e data analysis results, th|eco effici|entvalu e (β3) for product variation is 0.416, indicating a positiv erelationshipsinc e β3 > 0. Th|ecalculat edt-valu e is 5.233, which exc|eedsth|e critical t-valu e of 1.658. Th|esignificanc el|evel is 0.000, which is less than 0.05. Th|er efor e, with a positiv eco|effici|ent of 0.416, a t-valus of 5.233 great er than th|e critical valu e of 1.658, and a significanc el|evel of 0.000 below 0.05, it can beconclud ed that product variation has a positiv e and significant influ enc e on purchasing decisions, meaning thatH3 is accept ed.

Bas|ed on thedati analysis results, th|eco effici entvalu e (β4) for location is 0.146, indicating a positiv eeffectsinc e β4 > 0. Th ecalculat est-valu e is 2.218, which is great er than th|e critical t-valu e of 1.658. Th|esignificanc el|evel is 0.029, which is less than 0.05. Th erefor e, with a positiv eco effici ent of 0.146, a t-valu e of 2.218 exceedinglyth e critical valu e of 1.658, and a significanc elevel of 0.029 below 0.05, it can beconclud ed that location has a positiv e and significant impact on purchasing decisions, meaning thatH4 is accepted.

Based on the research results, the store image variable has a positive but insignificant effect on consumer purchasing decisions at the Central Fashion Store Purbalingga. This is evidenced by the results of the analysis which shows that the store image variable does not affect consumer purchasing decisions. Althought the influence is positive in direction; the significance value exceeds the acceptable threshold. This means that not all consumers prioritize store image in

decision making and even though a store has a good image, this does not necessarily encourage consumers to make purchases. In the context of local market like Purbalingg, other factors may play a moe dominant role. This is in accordance with the Theory of Planned Behavior (TPB) that consumer attitudes are not always influenced by store image in making purchasing decisions. But also, by subjective norms and perceived behavior control. If consumers do not have direct experience or sufficient information about the store, the store image does not shape their attitude towards purchasing decisions. Even though Central Fashion Store is one of the big fashion stores in Purbalingga, it does not make consumers immediately remember or make Central Fashion Store their main shopping place. Furthermore, in digital era, consumer have access to a wide range of information sources and shopping alternatives, both online and offline. This makes store image, as an external factor. In other word, an image built passively or based solely on past reputation is no longer sufficient to influence cunsomer decisions, wich more rational and selective. This research is in line with research (Sundara, 2020; Saputri & Surianto, 2023; Bulele, 2016) which explains that store image has a positive but insignificant effect on purchasing decisions.

The study’s findings indicate that the store atmosphere positively and significantly influences consumers’ purchasing decisions at Central Fashion Store Purbalingga. This is evidenced by the results of the analysis which shows that a comfortable store atmosphere is created to make consumers feel at home in the store because in the process of making purchasing decisions, consumers respond to the environment and atmosphere of the store. This is in accordance with Theory of Planned Behavior (TPB) a comfortable, attractive, and pleasant atmosphere will create a positive experience for consumers. A pleasant store environmental can stimulate positive emotions and creat the perception that shopping at the store is an enjoyable experience, thus increasing the likelihood of a purchase. Central Fashion Store always appears to recognize the important of these factors by actively managing atmospheric elements, considers aspects of lighting, product display, layout, and store atmosphere because these affect consumer purchasing decisions. These elements are not merely aesthetic enhancements but arestrategic marketing tools that effectively foster customer engagement and buid store loyality. This means that consumer purchasing decisions not only respond to the goods and services offered by the store, but also respond to a pleasant and comfortable purchasing environment for consumers, so that these consumers choose a preferred store and make purchases. This research is in line with research (Izati &bBudiarti, 2021; Akbar & Tjahjaningsih, 2023; Indasari & Bachri, 2021) which states that Shop Atmosphere has a positive and significant effect on Buying Decisions.

Based on the analysis of the research, the product variety variable has a positive and significant effect on consumer purchasing decisions at the Central Fashion Store Purbalingga. This is evidenced by the results of the analysis which shows that the variety of products is complete, making consumers have many

choices that are in accordance with their wishes, consumers feel easier and feel satisfied in making purchases. A comprehensive product variety not only broadens consumer choise but also give the impression that the store in responsive to current market trends and consumer demands. As a result, sonsumers tend to feel more valued and satisfied, and strenghthens their purchase intentions and build buying decisions. In the perspective of theory of planned behavior, consumer attitudes in product variations can shape consumer desires to make purchasing decisions. The more product variations available, the greater the consumer finds a product that suits his preferences. If a store offers a complete variety, consumers find it easier and feel satisfied in making purchases. This means that the more product variations provided, the higher the Purchasing Decision. This research is in line with research (Faroh & Junaidi, 2019; Sholihatin et al., 2023; Gonie et al., 2022) which states that Product Variety has a positive and significant effect on Purchasing Decisions.

Based on the results of the research, the location variable has a positive and significant effect on consumer purchasing decisions at the Central Fashion Store Purbalingga. This is evidenced by the results of the analysis which show that a strategic location and easy to reach has a big role in making consumer purchasing decisions. In the perspective of theory of planned behavior, consumer attitudes in considering the location of a shopping place have an influence on purchasing decisions. Consumer tend to evaluate the cost and time rwquired to reach a store as part of theoverall value assessment of product. The easier a location is to access, the lower psychological and practical barriers consumer experience in visiting and making purchase. Ease of access and a location that is clearly visible or often passed by many people encourages someone to be interested in visiting a store and making purchasing decisions and this gives a positive perception of a store. If the location is in a crowded area, it can encourage consumers to make purchasing decisions. Consumers tend to choose places that do not require great effort to reach, so location has great appeal. This research is in line with research (Suratmiyati & Anggoro, 2020; Hidayat, 2020; Prasetyo & Santoso, 2023; Andriansyah & Arifiansyah, 2021) which states that location has a positive and significant effect on purchasing decisions.