<![CDATA[ABSTRACT Impulse buying is an irrational purchase and falls into the category of fast and unplanned purchases. This behavior is where consumers make purchases without thinking first. This research aims to see the effect of visual merchandising and store atmosphere on impulse buying on KKV shop consumers at Manado Town Square. The sampling method used was Accidental Sampling, wich is a sampling technique by taking respondents who happen to be in a place that is appropriate to the research context and in accordance with the criteria determined by the researcher. The sample used was 100 respondents. The analytical method used is multiple linear regression analysis. The results of partial test research show that visual merchandising has no effect on impulse buying, store atmosphere has a significant effect on impulsive buying. And the simultaneous test shows that visual merchandising and store atmosphere together have a significant influence on impulse buying. ]]>
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