Unplanned purchasing behavior (unplanned buying) or impulsive buying
is something interesting for producers and retailers,because it’s a huge market
share in the modern market. Then, the phenomenon of "impulse buying" is
something that must be created. This study aims to: (1) analyze the effect of
display products against impulsive buying decision. (2) analyze the influence of
below the line promotion against impulsive buying decision. (3) analyze the effect
of positive emotions on purchase decisions impulsively.
This study was calculated by using a multiple regression analysis with
SPSS. In collecting the data, the study analyzed primary data generated from the
distribution of questionnaires from 100 respondents that consumers who buy the
product at Sri Ratu.
The analysis showed that: (1) Display product positive influence impulsive
purchasing decisions. (2) Below the line promotion have a positive influence on
purchase decisions impulsively. (3) Positive emotions positive influence impulsive
purchasing decision
