Buying behavior, namely, decision-making and actions of people involved in the purchase and consumption of certain products. Consumer behavior in purchasing refers to the behavior of end users, those who purchase products for personal consumption or for use by their household. Namely, it is obvious that the sales promotion is very diverse area that applies not only to attract potential buyers and the realization of short-term profits, but requires, a large number of other tasks that need to be done in the right way so that the effects were complete. Classification of forms of sales promotion directed to the consumer is given based on the primary objective manufacturers may refer to stimulate trial purchases, encouraging the re-purchase reinforcements image of the product and the manufacturer, as well as insurance benefits or rewards to consumers who may be immediate and delayed. Specifically, sales promotion directed consumers aims to amplify the effects of advertising and sales promotion directed intermediaries. Also manufacturer uses different forms of sales promotion that would encourage intermediaries to conduct that will improve sales of its products.