PENGARUH HEDONIC SHOPPING DAN SALES PROMOTION TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen KKV Mall Olympic Garden di Kota Malang)

This research aims to: determine respondents' responses regarding hedonic shopping, sales promotion, positive emotion and impulse buying, determine the influence of hedonic shopping on impulse buying, determine the influence of sales promotion on impulse buying, determine the influence of hedonic shopping on positive emotion, the influence of sales promotion on positive emotion, knowing the influence of positive emotion on impulse buying, knowing the mediating role of positive emotion on the influence of heonic shopping on impulse buying and knowing the mediating role of positive emotion on the influence of sales promotion on impulse buying. The population in this study were KKV MOG Malang City consumers with a total of 160 respondents using purposive sampling. The method used uses path analysis with SPSS 25. From this research the results obtained: all the effects of the independent variables on the dependent partially have a significant positive effect, positive emotion can mediate the effect of hedonic shopping on impulse buying and positive emotion can mediate the effect of sales promotion on impulse buying.