The Influence of Visual Merchandising, Store Atmosphere, and Sales Promotion on Impulse Buying For KKV Consumers at The Surabaya City Galaxy Mall.

In winning the business competition, companies need to understand consumer purchasing behaviour. Spontaneous buying behaviour influences the current buying process. This study aims to 1) determine and analyze the effect of visual merchandising, store atmosphere and sales promotion simultaneously on impulse buying. 2) determine and analyze the effect of visual merchandising, store atmosphere and sales promotion partially on impulse buying. The population in this study were KKV Galaxy Mall consumers with a total population of 1,500 individuals. The data used in this study are primary. The sampling technique was used using the Solvin formula and obtaining a sample of at least 142 respondents who have made purchases at KKV Galaxy Mall Surabaya City. This study uses multiple linear regression analysis results. The results of this study indicate that Visual Merchandising, Store Atmosphere, and sales promotion both simultaneously and partially have a significant effect on Impulse Buying behaviour. However, only the visual merchandising variable has a positive and insignificant effect on the impulse buying variable