<![CDATA[This study aims to examine the influence of hedonic shopping motivation and visual merchandising on impulse buying among the customers of OH!SOME at Olympic Garden Mall, Malang City. As explanatory research, it develops and validates the causal relationships between variables through hypothesis testing using quantitative analysis. From the population of OH!SOME customers, 150 respondents were selected using a non-probability sampling method and purposive sampling technique. The respondents were individuals aged at least 17 years who had made impulse purchases at the store. The primary data were collected through a five-point Likert scale questionnaire, with supporting documents used as the secondary data sources. The data analysis was conducted using multiple linear regression, supported by validity tests, reliability tests, and classical assumption tests. The t-test results in SPSS 30.0 led to the conclusion that both hedonic shopping motivation and visual merchandising have a significant positive effect on impulse buying.]]>
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