<![CDATA[This study aims to analyze the influence of Store Atmosphere and Visual Merchandising on Impulse Buying behavior among Alfamart consumers in Cirebon Regency, both partially and simultaneously, using the Stimulus-Response (S-R) theory as the analytical framework. A quantitative approach with an associative design was employed, involving a sample of 120 respondents selected through purposive sampling. Respondents were consumers who had purchased products at Alfamart in Cirebon Regency at least once during the specified three-month period and were at least 17 years old. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The results show that Store Atmosphere has a positive and significant effect on Impulse Buying (t = 2.738; sig. = 0.007), and Visual Merchandising also has a positive and significant effect (t = 4.784; sig. = 0.000), with a stronger effect than Store Atmosphere. Simultaneously, both variables have a positive and significant effect on Impulse Buying (F = 66.532; sig. = 0.000), jointly explaining 52.4% of the variation in Impulse Buying. These findings imply that Alfamart management should optimize store atmosphere and visual product arrangement, particularly checkout-point displays, as an integrated strategy to encourage consumers' unplanned purchases]]>
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