47 CHAPTER V CONCLUSION AND RECOMMENDATION 5.1 Conclusion In conclusion, this research examines how sales promotions, direct selling, and product bundling influence impulsive buying behavior in Indonesian supermarkets. The study explores the individual effects of these strategies on driving spontaneous purchases by leveraging factors such as urgency, perceived value, and personalized interaction. Using a quantitative research design, data were collected from 233 respondents, which 223 were usable, and analyzed through Structural Equation Modeling (SEM). The findings indicate that sales promotions stand out as the most effective tool for encouraging impulsive buying, as they create urgency and highlight savings that resonate with consumers. Direct selling also significantly impacts impulsive buying by fostering trust and personal connections through tailored interactions with sales representatives. Conversely, product bundling showed limited influence, suggesting that its appeal in stimulating impulsive purchases may be context-dependent and less effective in Indonesian supermarkets. RQ1. How does sales promotion affect impulsive buying behavior among Indonesian consumers. RQ2. How does direct selling affect impulsive buying behavior among Indonesian consumers. RQ3. How does product bundling affect impulsive buying behavior among Indonesian consumers. The results from this research indicate that sales promotions are the most efficient strategy for driving impulsive buying due to their ability to create urgency and enhance perceived value. Direct selling proved effective in promoting spontaneous purchases through personalized and engaging interactions. However, product bundling showed minimal influence, highlighting the need for refinement to better cater to consumer preferences. The findings emphasize the importance of employing time-sensitive and customer-focused promotional tactics to optimize retail strategies in competitive supermarket environments. These outcomes provide valuable insights for retailers to enhance their marketing approaches, improve customer engagement, and drive impulsive purchases effectively. 48 5.2 Recommendations 5.2.1 Theoretical Contributions The study significantly advances the understanding of impulsive buying behavior in the retail sector by identifying the differential impacts of Sales Promotion, Direct Selling, and Product Bundling in Indonesian supermarkets. By showing the superior influence of personalized communication (Direct Selling) and urgency-inducing strategies (Sales Promotion) over the traditionally emphasized Product Bundling, the study challenges and refines existing theories of retail promotions. These findings also highlight the role of cultural and contextual factors in shaping consumer responses to marketing tactics, contributing to the broader theoretical discourse on impulsive buying in emerging markets.