PENGARUH ATMOSFER GERAI DAN PROMOSI TERHADAP PEMBELIAN IMPULSIF YANG DIMEDIASI EMOSI POSITIF

Abstract

The purpose of this research is to find out the influence of store atmosphere and promotion to the impulse buying which is mediated by positive emotion. The path analysis is used as the analysis technique. The sample collection technique has been carried out by using accidental sampling and 100 respondents have been selected as samples. The population is the customer who conducts shopping at Hypermart Royal Plaza Surabaya. The result of the test describes that the store atmosphere has positive and significant influence to the positive emotion, promotion has positive and significant influence to the positive emotion. The store atmosphere has positive and significant influence to the impulse buying, promotion has positive and significant influence to the impulse buying. This result describes that positive emotion mediates the store atmosphere and promotion to the impulse buying. The result of the test describes that the magnitude of indirect influence of store atmosphere and promotion to the impulse buying through positive emotion is larger than the direct influence of store atmosphere and promotion to the impulse buying.
Keywords: Store Atmosphere, Promotion, Positive Emotion, and Impulse Buying