The Influence of Visual Communication and Store Atmospherics on Impulse Buying Behavior in Convenience Stores: Evidence from Indonesia

Lu’lu Ul Maknunah; Endah Siswati; Mahiyatul Basitoh; Adinda Aulia Kharisma

doi:10.55524/ijirem.2026.13.2.24

Abstract

Impulse buying behavior in convenience stores is increasingly relevant to be studied as the competition in the retail industry in Indonesia increases. This study aims to analyze the impact of visual communication and store atmospherics on consumer impulse buying behavior in convenience stores in Indonesia. Researchers adopted a quantitative methodology centered on surveys. Precisely 138 students in the 2024 class at Balitar Islamic University's Faculty of Social and Political Sciences formed the full population. From this group, 103 participants were selected using the Slovin equation through disproportionate stratified random sampling. Data were collected primarily with a Likert-scale questionnaire spanning five response levels. Prior to executing multiple linear regression, the team completed tests for validity, reliability, and classical assumptions. Visual communication emerged with a notable positive effect on impulse buying behavior its regression coefficient stood at 0.268. Store atmospherics proved more influential, registering 0.334. The combined influence shone through an F-value of 12.385 during simultaneous analysis, affirming overall significance. Such synergy in managing visual merchandising and ambient store conditions builds a compelling ecosystem of triggers. Consumers in Indonesia's convenience outlets respond with heightened spontaneous purchases.

Keywords

Visual Communication; Store Atmospherics; Impulse Buying Behavior; Visual Merchandising; Retail Indonesia.

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Cites this article as

L. U. Maknunah, E. Siswati, M. Basitoh, A. A. Kharisma, "The Influence of Visual Communication and Store Atmospherics on Impulse Buying Behavior in Convenience Stores: Evidence from Indonesia", International Journal of Innovative Research in Engineering and Management (IJIREM), Vol-13, Issue-2, Page No-198-206, 2026. Available from: https://doi.org/10.55524/ijirem.2026.13.2.24