IOSR Journal of Business and Management (IOSR-JBM) e-ISSN: 2278-487X, p-ISSN: 2319-7668. Volume 21, Issue 11. Series. VI (November. 2019), PP 36-40 www.iosrjournals.org DOI: 10.9790/487X-2111063640 www.iosrjournals.org 36 | Page Quality Of Products, Brand Images And Attractiveness Of Causes Impulsive Buying: A Case Of Cosmetic In Indonesia Hotman Panjaitan (Faculty of Economics and Business, 17 August University Surabaya. Indonesia) Abstract: This study wanted to find out consumer behavior in terms of impulsive buying, in terms of product quality, brand image, and attractiveness of cosmetic products. The new thing proposed is the use of emotion, hedonic pleasure, cognitive, and affective. As an indicator of impulsive buying. Using the structural equation model, the sample of 200 respondents, and with purposive sampling. It was found that the quality of the product has not been able to become an attractive cosmetic product. It was also found that product quality, brand image, and attractiveness influence impulsive buying. It also proves that product attractiveness is a good mediating variable between product quality, brand image and impulsive buying variables. These findings provide information and directions to cosmetics entrepreneurs, so that they provide more information about the specialty of their cosmetics production, and also reproduce testimonial information about the superiority of the cosmetic products they produce. Keywords: product quality, brand image, attractiveness, impulsive buying, cosmetics. --------------------------------------------------------------------------------------------------------------------------------------- Date of Submission: 16-11-2019 Date of Acceptance: 02-12-2019 --------------------------------------------------------------------------------------------------------------------------------------- I. Introduction Improving product quality, brand image, and product attractiveness are one of the goals for every company, especially cosmetics industry companies. Many products are produced with various types, quality and packaging, where the whole thing is only intended to attract consumers' interest, so consumers tend to do buying activities for these products. Therefore, each company is required to be able to create products with the best specifications in order to attract consumers to buy the products offered.Several studies results show that situational factors such as product design, music, layout, and decor, promotion, product availability, store employees, and parking space availability are positively related to customer perceived value and can cause impulsive consumer reactions. Encourage purchase intentions and decisions (Surjaputra, and Williem, 2011; Dhariyal et al., 2017; Ehsan et al., 2013).Factors that influence buying intentions relate to feelings and emotions, if someone feels happy and satisfied in buying goods, then it will strengthen purchase intention, dissatisfaction usually eliminates intention. The purchase intention that exists in consumers is a very important phenomenon in marketing activities, the intention to buy is a consumer behavior that underlies a purchase decision to be made (Swastha, and Irawan, 2015). Ruswanti et al. (2016) states that consumers evaluate products, generally using brand, design, price, and quality of products that end up in product purchases. While Iskandar et al. (2015) states that customer satisfaction is a trigger for repurchases. Impulsive buying decisions are behaviors of someone who makes a purchase spontaneously or suddenly without prior planning. Factors that cause people to buy something outside the plan, such as the desire to try new goods or brands, the influence of advertisements seen or watched before, the display and packaging of products that attract attention, the lure of getting discounts, sweepstakes or coupons and so on. Verplanke, and Herabadi (2001) define impulsive purchases as irrational purchases and are associated with fast and unplanned purchases, followed by conflicts with thoughts and emotional drives. Emotional impulse is associated with a strong feeling that is shown by making a purchase because there is an urge to buy a product in a hurry, ignoring negative consequences, feeling satisfied and experiencing conflict in his mind. Unplanned purchases can happen to everyone.An interest in the product being seen and consumers feel that at that time they must also buy the product. This type of decision making on purchases is better known as purchases outside the shopping list. Decision making on purchases outside the shopping list is usually the price or promotion such as giving discounts or gifts that are included in the product. II. Literature Review And Hypotheses 2.1. The relationship between product quality and attractiveness and purchasing Impulsive purchases occur when consumers see a particular product or brand, then consumers become interested in getting it, usually because of an attractive stimulus from the store (Utami, 2010). Research shows that impulsive buying can reflect psychologically different types of behavior. Engel, Blacwell and Miniard