49 CHAPTER V CONCLUSION 5.1.Conclusion This research aims to analyze the factors influencing impulse buying at Offline Beauty Stores in Indonesia.The methodology used to gain data through online surveys with 250 respondents. Use SmartPLS to calculate PLS-SEM data analysis. Based on the result discussion and analysis, this research can be concluded to answer the research question. The first research question is “What are the factors that can affect impulsive buying in Offline Beauty Stores?”. There are three factors as marketing stimuli in retail and individual characteristics that can affect impulsive buying in Offline Beauty Store which include sales promotion, store environment, store employee. Then the second research question is “Do those factors affect impulsive buying in Offline Beauty Store?”. According to the data and survey findings, sales promotion, store environment, and store employees significantly impact impulsive buying in offline beauty stores. Sales promotions create a sense of urgency and value, which improves customer perceptions and drives impulse purchases. Additionally, a well-designed store environment, along with helpful and knowledgeable store employees, enhances customer experiences and attitudes. These factors combined lead to an increased likelihood of impulsive buying behavior. 5.2.Recommendations 5.2.1. Offline Beauty Retailers In the context of Offline Beauty Stores, with impulsive buying as the strategy to improve sales, it is advised that beauty retailers pay special attention to the sales promotion since it is proven by PLS-SEM analysis results which has a significant influence on impulsive buying. Primarily, it's important to offer discounts and special deals on a daily basis. Retailers can get more customers and people to walk around, which can make them buy things on the spot during sales like "Buy One, 50 Get One Free" or special ones. Furthermore, beauty retailers also should pay attention to their store environment, this is supported by the PLS-SEM analysis results which has a significant influence on influences impulsive buying. The store should be designed with an appealing and structured layout, it should be well-lit, and it should be easy to find the products. Interactive displays and product testers allow customers to try out makeup items. It is also possible for beauty retailers to arrange in-store events such as makeup tutorials, make up workshops, or product launch parties in order to generate excitement and draw crowds. Lastly, beauty retailers also should pay attention to their store employees, this is supported by the PLS-SEM analysis results which has a significant influence on impulsive buying. Staff should be friendly, approachable, and knowledgeable about the products, offering personalized recommendations and assistance.