ANALISIS PERILAKU IMPULSIVE BUYING PADA KONSUMEN TOKO PALU MAKEUP

Abstract

This study aims to determine the level of impulsive buying behavior among consumers at the Palu Makeup Store, from a cognitive and affective perspective. This descriptive study employed a quantitative approach. Sixty respondents were selected using purposive sampling. The data were analyzed descriptively. The results indicate that impulsive buying behavior among consumers at the Palu Makeup Store is considered high. From a cognitive perspective, it is considered moderate, and from an affective perspective, it is considered high. Therefore, impulsive buying behavior at this store is predominantly influenced by the affective aspect.

Keywords: impulsive buying, cognitive aspect, affective aspect