摘要：The fun atmosphere felt by consumers when shopping at a store is called a Store Atmosphere. This becomes very important because it is assumed to affect someone in making an unplanned purchase (impulse buying). This research is conducted to test the effect of store atmosphere on impulse buying. It took place at one shopping center (retail) in Malang, Indonesia. This research is a quantitative research carried out by using questionnaire technique as the data collection which involves 116 respondents. The results showed that Store Atmosphere has a strong influence on consumers to do Impulse Buying.
