<![CDATA[This study aims to analyze the effect of store image, price, and product completeness on impulse buying at Benang Mudi Store in Kaliwungu. This research was conducted based on the increasing competition in the retail business, which requires retailers to understand consumer behavior and encourage unplanned purchasing decisions. The research used an explanatory quantitative approach. Data were collected through questionnaires distributed to consumers of Benang Mudi Store, and the data were analyzed using multiple linear regression with the assistance of SPSS. The variables examined in this study consisted of store image (X1), price (X2), product completeness (X3), and impulse buying (Y). The results showed that store image has a positive and significant effect on impulse buying, with a regression coefficient of 0.396 and a significance value of 0.000 < 0.05. Price also has a positive and significant effect on impulse buying, with a regression coefficient of 0.335 and a significance value of 0.000 < 0.05. Furthermore, product completeness has a positive and significant effect on impulse buying, with a regression coefficient of 0.270 and a significance value of 0.000 < 0.05. The coefficient of determination indicates that store image, price, and product completeness explain 62.1% of the variation in impulse buying, while the remaining 37.9% is explained by other factors outside the variables examined in this study.]]>
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