Through this research, it is intended to have a knowledge of the effect of visual merchandising in the decision to buy clothing in the Saga Falabella department stores in Metropolitan Lima. In this study, the elements of visual merchandising are categorized into two sections, organization of the exterior of the business and organization of the interior of the business. The exterior elements are label, showcase and entrance. The elements of the interior of the business are signs, lighting, decoration, aroma and music. Therefore, the main objectives to be analyzed focused on determining the elements of visual merchandising that have a greater influence on the purchase decision and the generation that is most influenced by visual merchandising when making a garment purchase decision. to dress at the point of sale. The research was quantitative, correlational and with a non-experimental desi...