<![CDATA[Purpose – This study aims to analyze the influence of visual merchandising, sales promotion, and hedonic shopping motivation on impulse buying behavior among H&M store consumers. Design/methodology/approach – This research employs a quantitative descriptive approach. The population consists of H&M consumers, with a purposive sampling technique used to select respondents. The sample size was determined using Roscoe’s guideline and expanded to 160 respondents to improve representation. Data were analyzed using multiple linear regression with SPSS. Findings – The results indicate that visual merchandising has a significant positive effect on impulse buying behavior. Meanwhile, promotion and hedonic shopping motivation show weaker effects on impulse buying. Originality/value – This study integrates emotional, promotional, and visual factors into a single framework to explain impulse buying behavior in the fashion retail context, highlighting the dominant role of visual merchandising. ]]>
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