Penelitian ini bertujuan untuk menguji pengaruh Service Excellent, Store Atmosphere dan Product
Completeness terhadap keputusan pembelian. Penelitian ini dilakukan di Kota Tarakan. Populasi
dari penelitian ini adalah konsumen Toko Buku Gramedia Tarakan. Pengumpulan data dilakukan
dengan menggunakan metode non-probability sampling dengan teknik purposive sampling dengan
total 230 responden. Penelitian ini menggunakan skala Likert. Metode analisis yang digunakan
adalah analisis regresi berganda yang diolah menggunakan program SPSS, hasil dari pengujian
hipotesis menunjukkan bahwa variabel Service Excellent berpengaruh positif dan signifikan
terhadap keputusan pembelian, variabel Store Atmosphere berpengaruh positif dan signifikan
terhadap keputusan pembelian dan variabel Product Completeness berpengaruh positif dan
signifikan terhadap keputusan pembelian. Kata Kunci: Service Excellent, Store Atmosphere, Product Completeness, Keputusan Pembelian

The purpose of the research was to examine the effect of excellent service, store atmosphere, and product completeness on consumer purchasing desicions. This research was conducted in Tarakan City. The population of this research were consumers of Gramedia Tarakan Bookstore. The data were collected through a non-probability sampling method that empoyed a purposive sampling technique, with a total of 230 respondents. The research used a Likert scale. The analysis method employed was multiple regression analysis which is processed using the SPSS program. The result of the hypothesis testing showed that the service excellent variable has a positive and significant effect on consumer purchasing decisions, the store atmosphere variable has a positive and significant effect on consumer purchasing decisions, and the product completeness variable has a positive and significant effect on consumer purchasing decisions. Keywords: Service Excellent, Store Atmosphere, Product Completeness, Purchasing Decisions.