Tujuan penelitian ini untuk mengetahui Pengaruh Price Discount, Hedonic Shopping Motivation, dan In-Store Display Terhadap Impulsive Buying. Sampel dalam penelitian ini adalah Pelanggan Lummy Project Fashion Di Kuningan sebanyak 170 sampel. Instrumen dalam penelitian ini berupa kuesioner yang berisi pernyataan dan menyebarkan melalui google form. Teknik analisis data yang digunakan adalah menggunakan Stitical Product Service Solution (SPSS) versi 25. Hasil Pengujian dari hipotesis yang diajukan menunjukan bahwa (1) Price discount, hedonic shopping motivation, dan in-store display berpengaruh positif dan signifikan terhadap impulsive buying. (2) Price discount berpengaruh positif dan signifikan terhadap impulsive buying. (3) Hedonic shopping motivation berpengaruh positif dan signifikan terhadap impulsive buying. (4) In-store display berpengaruh positif dan signifikan terhadap impulsive buying.

The purpose of this study was to determine the influrnce of Price Discount, Hedonic Shopping Motivation, and In-Store Display on Impulsive Buying. The sample in this study were 170 samples of Lummy Project Fashion Customers in Kuningan. The instrument in this study was a questionnaire containing statements and distributed via google form. The data analysis technique used was using Stitical Product Service Solution (SPSS) version 25. The test results of the proposed hypothesis show that (1) Price discount, hedonic shopping motivation, and in-store display have a positive and significant effect on impulsive buying. (2) Price discount has a positive and significant effect on impulsive buying. (3) Hedonic shopping motivation has a positive and significant effect on impulsive buying. (4) In-store display has a positive and significant effect on impulsive buying.