Impulse buying is one way that creates faster sales, therefore, MINISO needs to make it a business strategy, especially for a new brand circulating in a country. One of the ways the impulse buying occurs is through visual merchandising. MINISO is a brand based in Japan that is currently expanding its market into Indonesia by establishing its outlets. The purpose of this research is to analyze and influence visual merchandising towards the impulse buying at the MINISO store at Mall Artha Gading. This research also aims at discovering the determining factor of visual merchandising that really impacts the impulse buying at MINISO store at Mall Artha Gading. This research uses a quantitative approach in the form of a questionnaire which was distributed to 100 respondents. A respondent sample used in this research involved a respondent who visited and purchased impulsively at MINISO store at Mall Artha Gading. Sample collections were conducted by a purposive sampling technique. The research model was tested by a multiple regression analysis. The result of this research shows that visual merchandising has a significant impact toward impulse buying and the determining factor that provides the strongest impact from the visual merchandising is the store interior design and the store layout toward the impulse buying at MINISO store at Mall Artha Gading. © 2019 Primrose Hall Publishing Group.