| Impulse buying rate in Indonesia is higher than in other countries and vulnerable in young adults especially in retail environments. This study aims to understand the influence of promotion, hedonic expenditure motivation, positive emotion, shopkeeper’s quality of services, shopping environment and level of planning to purchase impulsively on young adults at Indomaret Point JABODETABEK and develop model uses Structural Equation Modelling (SEM) analysis to understand factors of impulsive buying and analyze to affirm the factors that cause young adults to buy impulsively in the retail environment at Indomaret point based on variables in research. Based on results from the analysis using Structural Equation Modeling (SEM) uses software AMOS, known true that promotion, shopkeeper’s quality of services, and positive emotions impact on the impulsive buying behavior in young adults at Indomaret Point JABODETABEK with positive emotion backed by the shopkeeper’s quality of services and shopping environment. While promotion doesn’t affect the hedonic expenditure motivation and positive emotions; hedonic expenditure motivation, level of planning, and shopping environment don’t have a positive effect on impulsive buying behavior. Factors affecting impulsive purchases in young adults at Indomaret Point are discounted price (X1), coupon or shopping voucher (X2), pleasure (X8), curiosity (X15), product price information (X17), employees politeness (X22), employees willing to help the consumer (X23), employees friendlyness (X24), lighting (X27), interesting products display (X28), buy products outside the plan (X34), buy products because of attractive offer (X35). The measurement variables developed to increase impulse purchases at Indomaret Point are coupons or shopping vouchers (X2), revisit intention (X15), product price information (X17), and illumination (X27). |