This research is aimed to see the effect of store atmosphere on customer internal evaluation and the impact on customer responses. Store atmosphere can be explained on social cue, design cue, ambient cue, and merchandise cue. Customer internal evaluation can be explained on cognitive evaluations toward store, cognitive evaluations toward merchandise, affective evaluations toward store, and affective evaluations toward merchandise. Customer responses can be explained on approach-avoidance behavior. Primary data is taken from all of respondents who had visited and shopped at one of Zara’s retails stores in Jakarta with 226 peoples as research subjects. Data collection tool in the form of a questionnaire consisting of 45 items statement. Partial Least Square (PLS) is used as data analysis method, while SmartPLS 3.2 is used as the software. The research results show that social cue, design cue, ambient cue, and merchandise cue has positive and significant effect on cognitive evaluations toward store and cognitive evaluations toward merchandise, Moreover cognitive evaluations toward store, with cognitive evaluations toward merchandise has positive and significant effect on cognitive evaluations toward store, and cognitive evaluations toward merchandise, Affective evaluations toward store and Affective evaluations toward merchandise has positive and significant effect on approachavoidance behavior. Moreover Cognitive evaluations toward store hasn’t positive and significant effect on approach-avoidance behavior because most of male respondents think that the appearance of an attractive and elegant retail store will have expensive product so they tend to do avoidance behavior, different from Cognitive evaluations toward merchandise has positive and significant effect on approach-avoidance behavior. Moreover Affective Evaluations Toward Store has positive and significant effect on Affective Evaluations Toward Merchandise also Cognitive Evaluations Toward Store has positive and significant effect on Cognitive Evaluations Toward Merchandise. / Penelitian ini bertujuan untuk menguji pengaruh store atmosphere terhadap customer internal evaluation serta dampaknya pada customer responses. Store atmosphere dijelaskan oleh social cue, design cue, ambient cue, dan merchandise cue. Customer internal evaluation dijelaskan oleh cognitive evaluations toward store, cognitive evaluations toward merchandise, affective evaluations toward store, dan affective evaluations toward merchandise. Customer responses dijelaskan oleh approach-avoidance behavior. Penelitian dilakukan terhadap para responden yang pernah berkunjung dan berbelanja di salah satu toko ritel Zara di Jakarta dengan jumlah subjek penelitian sebanyak 226 orang. Alat pengumpul data berupa kuesioner yang terdiri dari 45 butir pernyataan. Metode analisis data yang digunakan dalam penelitian ini menggunakan Metode Partial Least Square (PLS) dengan aplikasi SmartPLS 3.2. Berdasarkan hasil penelitian menunjukkan bahwa social cue, design cue, ambient cue, dan merchandise cue memiliki pengaruh yang signifikan terhadap cognitive evaluations toward store dan cognitive evaluations toward merchandise, sementara cognitive evaluations toward store, serta cognitive evaluations toward merchandise memiliki pengaruh yang signifikan terhadap cognitive evaluations toward store, dan cognitive evaluations toward merchandise, Affective evaluations toward store dan Affective evaluations toward merchandise mempengaruhi approach-avoidance behavior secara signifikan. Sedangkan Cognitive evaluations toward store tidak mempengaruhi approach-avoidance behavior secara signifikan dikarenakan para responden pria cenderung menganggap tampilan toko yang menarik dan elegan menjual produk yang harganya cukup mahal sehingga mereka cenderung melakukan perilaku menghindari (avoidance behavior), berbeda dengan Cognitive evaluations toward merchandise yang mempengaruhi approach-avoidance behavior secara signifikan. Pengaruh dari Affective Evaluations Toward Store terhadap Affective Evaluations Toward Merchandise berpengaruh secara positif serta Pengaruh dari Cognitive Evaluations Toward Store terhadap Cognitive Evaluations Toward Merchandise juga berpengaruh secara positif.