PENGARUH STORE ATMOSPHERE DAN HARGA TERHADAP IMPULSE BUYING DAN POSITIVE EMOTION

Abstract

This research aimed to find out the direct and indirect effect on the price, storeenvironment, and positiveemotion as the intervening variable on the impulsive purchasedecision. The businessman should create a promotion strategy and also storemanagement to attract the customers to conduct the impulsive buying. Moreover, theresearch population used all the customers at Superindo store Dharmahusada Surabayawho have conducted impulsive buying. The research was quantitative. Furthermore, the research population usedSuperindo store Dharmahusada Surabaya located in Surabaya with a research criteriaof 100 people consisting of gender, age and profession. Meanwhile, the research samplecollection technique used saturated samples. In addition, the research data collectionused questionnaires distributed to the 100 respondents. The research analysis techniqueused path analysis technique. The research result concluded that store atmosphere had a significant effect onthe positive emotion, price had a significant effect on the positive emotion. On the otherand, positive emotion had a significant effect on impulsive buying. In addition, the storeatmosphere had a significant effect on the impulsive buying while price had a significanteffect on the impulsive buying.