PENGARUH STORE ATMOSPHERE DAN PRICE DISCOUNT TERHADAP IMPULSIVE BUYING MELALUI POSITIVE EMOTION SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Superindo Tlogomas)

This study was conducted to test and analyze the effect of store atmosphere on impulsive buying through positive emotion as a mediating variable. This study uses a quantitative method. The data collection technique in this study used a questionnaire. A sample of 246 was conducted using random sampling with the help of the PLS 4.0 tool. The results show that store atmosphere has a positive and significant effect on impulsive buying, price discount has a positive and insignificant effect on impulsive buying, positive emotion has a positive and significant effect on impulsive buying, store atmosphere has a positive and significant effect on positive emotion, price discount has a positive and significant effect on positive emotion, store atmosphere has a positive and significant effect on impulsive buying mediated by positive emotion, price discount has a positive and significant effect on impulsive buying mediated by positive emotion.