ABSTRAK Penelitian ini bertujuan untuk menguji pengaruh dimensi Visual Merchandising yang terdiri dari Window Display, Mannequin Display, Floor Merchandising, dan Promotional Signage terhadap perilaku Impulse Buying konsumen Suzuya Mall Banda Aceh. Metode pengambilan sampel pada penelitian ini menggunakan teknik accidential sampling dimana responden merupakan orang yang bertemu langsung peneliti dilokasi. Sampel berjumlah 100 responden dan metode analisis data yang digunakan adalah analisis regresi berganda. Hasil penelitian menunjukkan bahwa secara parsial Mannequin Display, Floor Merchandising, dan Promotional Signage berpengaruh siginifikan terhadap Impulse Buying, hanya Window Display yang tidak berpengaruh signifikan. Pengujian secara simultan menunjukkan Window Display, Mannequin Display, Floor Merchandising, dan Promotional Signage berpengaruh signifikan terhadap perilaku Impulse Buying pada konsumen Suzuya Mall Banda Aceh. . Kata Kunci : Window Display, Mannequin Display, Floor Merchandising, Promotional Signage, Impulse Buying ABSTRACT This study aims to examine the influence of Visual Merchandising dimensions consisting of Window Display, Mannequin Display, FloorMerchandising, and Promotional Signage on consumer Impulse Buying behavior of Suzuya Mall Banda Aceh. The sampling method in this study uses accidentialsampling technique where respondents are people who meet directly withresearchers in the location. The sample of 100 respondents and the data analysismethod used is multiple regression analysis. The results showed that partiallyMannequin Display, Floor Merchandising, and Promotional Signage had a significant effect on Impulse Buying, only the Window Display had no significaneffect. Simultaneous testing shows Window Display, Mannequin Display, FloorMerchandising, and Promotional Signage have a significant effect on ImpulseBuying behavior on consumers of Suzuya Mall Banda Aceh. Keywords: Window Display, Mannequin Display, Floor Merchandising andPromotional Signage