<![CDATA[Purpose — There is a notable lack in the comprehensive and integrative understanding of in-store marketing factors, particularly understanding how store atmospheric affects impulse buying collectively in the context of souvenirs in developing countries. The current study full fill this imbalance by conducting an in-depth investigation into the impact of key in-store marketing variables: store atmosphere, store layout, point of purchase displays, and promotional signage on consumer impulse buying behavior. Design/methodology/approach — A quantitative data analysis technique is utilized, gathering information through structured questionnaires from domestic tourists purchasing souvenirs in Malang Strudel retailing chains in Greater Malang. Smart PLS SEM is used to analyze the interlink between variables, assessing 99 sample responses received through purposive sampling technique. Findings — Results indicates all four factors, store atmosphere, store layout, point of purchase displays, and promotional signage have positive significant impact on impulse buying of souvenirs purchases. It showed that pleasant lighting, hygienic ambience with appropriate music and temperature, easy and convenient placement of merchandise, eye-catching window displays, along with in-store advertisements, and appealing price discount signs were found to be effective in triggering spontaneous souvenir purchases among consumers. Practical implications — These outcomes offer valuable insights for retailers and marketers operating in a souvenir shopping context. They can make strategic use of these in-store stimuli in influencing and cashing in on souvenir impulse buying behavior for better sales and shopping experience. The results offer insights into the dynamics of impulsive buying of souvenir shopping, enhancing knowledge in the context of consumer behavior and retail management. Originality/value — This contributes to the existing knowledge on impulsive buying behavior identified in the context of souvenir shops within an emerging economy, with implications that the environment and behavioral factors contribute to consumer decisions in a tourism-driven retail setting.]]>
