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There is a growth potential for beauty products in Indonesia. Jakarta as a capital city and the surrounding areas have many malls opening with beauty stores inside, which comes with various store formats. This study aims to investigate the influence of store attributes toward patronage intention on Y generation consumers, that leads to beauty products store format choice. Store formats that investigated in this study were department store and specialty store, where is known that there is a tight competition. Data were taken from 240 respondents who at least once in a month buying beauty product. This study analysed with structural equation modeling (SEM), mediation regression, and independent t-test. After processing the data, it is shown that the relation between the atmosphere and merchandising of store attribute-s dimension to patronage intention is statistically significant through satisfaction as mediator. Meanwhile, there is a significant direct relation between the price of store attribute-s dimension to patronage intention. The result of mediation regression showed that satisfaction mediates partially in the relation between store attributes and patronage intention. Independent t-test showed that there is a significant difference in consumer perception toward products at a department store and specialty store.