Pengaruh Digital Marketing, Price Perception, Dan Store Atmosphere Terhadap Keputusan Pembelian Pakaian Pada Toko Pakapura Timika

This study aims to analyse the influence of digital marketing, price perception and store atmosphere on clothing purchase decisions at Pakapura Timika. Data were collected via a questionnaire from 50 respondents and analysed using multiple linear regression with SPSS. The results of the analysis indicate that: (1) Digital Marketing does not have a significant effect on purchasing decisions at Pakapura Timika; (2) price perception has a positive and significant effect on purchasing decisions at Pakapura Timika; and (3) Store Atmosphere does not have a significant effect on clothing purchases at Pakapura Timika. Taken together, all three variables have a significant effect on purchasing decisions. These results underscore the importance of price perception in consumer decision-making, whilst digital marketing and store atmosphere require more optimal strategies.