<![CDATA[Purpose – This study aims to examine the effects of promotion, store atmosphere, and visual merchandising on impulse buying among H&M Indonesia consumers in Surabaya. Design/Methodology/Approach – This study employed a quantitative explanatory research design to examine the causal relationships among the variables. Data were collected from 160 H&M Indonesia consumers in Surabaya aged 17–25 years who had made impulsive in-store purchases, using a purposive sampling technique. The research instruments were assessed through validity, reliability, and classical assumption tests. Data were analyzed using multiple linear regression, while hypotheses were tested using the t-test with IBM SPSS Statistics 26. Findings – The results indicate that promotion and store atmosphere have positive and significant effects on impulse buying among H&M consumers in Surabaya. In contrast, visual merchandising does not have a significant effect on impulse buying. These findings suggest that consumers' impulsive purchasing behavior is driven more by promotional activities and the in-store environment than by visual merchandising elements. Originality/Value – This study contributes to the retail marketing and consumer behavior literature by comparing the relative influence of promotion, store atmosphere, and visual merchandising on impulse buying within the fast-fashion retail context. The findings offer practical insights for fashion retailers by emphasizing the importance of promotional strategies and an engaging store atmosphere over visual merchandising in stimulating impulse purchases among young consumers.]]>
