The Influence of Product Display and Shopping Lifestyle on Impulse Buying at the OH!SOME Store in Malang City

This study aims to analyze the influence of product display and shopping lifestyle on impulse buying among customers of OH!SOME Store in Malang City. This research used an explanatory method with a quantitative approach. Data collection was conducted through questionnaires and analyzed using multiple linear regression. The sampling method used was non-probability sampling with a purposive sampling technique, involving 110 respondents. The results showed that both product display and shopping lifestyle had a partial and significant effect on impulse buying. Product display and shopping lifestyle had a simultaneous and significant effect on impulse buying. It can be concluded that customers of OH!SOME Store in Malang City tend to make impulsive purchases when influenced by attractive product displays and an active shopping lifestyle. Therefore, it is essential to continuously improve aesthetic product displays and create an enjoyable shopping experience.