PERAN POSITIVE EMOTION MEMEDIASI STORE ATMOSPHERE TERHADAP IMPULSE BUYING DI BEACHWALK KUTA BALI

Abstrak

Retail growth in Indonesia in the first quarter of 2019 has increased consumption because it can take advantage of important events so that consumers are easier to do buying implements. The purpose of this study was to determine the effect of store atmosphere on positive emotion, the effect of positive emotion on impulse buying, the influence of store atmosphere on impulse buying and the role of positive emotion in mediating the effect of store atmosphere on impulse buying on Beachwalk. The population in this study were all those who shop at the Beachwalk Mall. The sampling method used in this study is the purposive sampling technique, which is the sampling technique by considering the criteria determined by the researcher. The samples chosen in this study were 102 respondents. Data were analyzed using path analysis techniques. The results showed that store atmosphere had a positive and significant effect on positive emotion, positive emotion had a positive and significant effect on impulse buying. Store atmosphere has a positive and significant effect on impulse buying. Positive emotion mediates the effect of store atmosphere on impulse buying on Beachwalk

Keywords: Store atmosphere, Positive emotion, Impulse buying