The Effect of Sales Promotion, Store Atmosphere and Hedonic Shopping Motivation on Impulse Buying Behavior in Department Stores in Yogyakarta City

The purpose of this study was to examine the effect of sales promotions, store atmosphere, and hedonic shopping motivation on impulsive buying behavior in a department store in Yogyakarta. A sample of 100 respondents was selected using accidental sampling. The collected data were then analyzed using multiple linear regression. The results showed that sales promotions and hedonic shopping motivation had a positive and significant effect on impulsive buying, while store atmosphere had no effect on impulsive buying. The adjusted R2 value identified that 33.4% of impulsive buying can be explained by sales promotions, store atmosphere, and hedonic shopping motivation, while the remainder was influenced by other variables not included in this study. Keywords: sales promotions, store atmosphere, hedonic shopping motivation, and impulsive DOI: 10.7176/JESD/16-7-01 Publication date: October 31st 2025