This research aims to analyze the influence of the Store Atmosphere on emotions and their impact on purchasing decisions. The subject of this research is the study of clothing buyers at the Ambarukmo Plaza Planet Surf in the Special Region of Yogyakarta who have made a minimum of 3 purchases. The sampel in this study amounted to 150 respondents who were determind by purposive sampling technique. The analytical tool used is structural Equation Modelling (SEM) Based on the analysis obtained results that the Store Atmosphere has a positive and significant effect on emotions and emotions has a positive and significant effect on purchasing decisions.