Consumers impulsive buying behavior may have driven consumers to purchase
more things unplanned, which is an advantage for sellers. Impulsive buying behavior
is affected by a lot of factors, one of it is sales promotion. Using the right sales
promotion tools as a tools or techniques to driven Generation Y consumers for
purchasing more on fashion product at department store might help marketer of
department store to expanding the business. Several previous studies have found the
association between sales promotion tools and impulsive buying behavior. This
research investigates the association between sales promotion tools such coupons,
rebate & discount offer, buy-one-get-one-free, and free sample to impulsive buying
behavior on Generation Y consumer. Data collected from Yogyakarta. This research
found that rebate & discount offer is the most effective sales promotion tools among
others stated in this research to affect Generation Y consumers’ impulsive buying
behavio