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The purpose of this paper is to to analyze the influence of Hedonic Shopping Value and Store Atmosphere and Promotion of Impulse Buying through Positive Emotion on the consumer Sogo department store in Samarinda. This study uses a quantitative approach using path analysis processed with IBM SPSS Statistic 20 and Structural Equation Modeling (SEM) software with IBM AMOS 05 software. This study used 115 samples of samples taken from a number of consumers who had been shopping at Sogo Samarinda. Measurement scale using Likert scale with score 1-5. Based on the structural model it can be proved that Hedonic Shopping Value has no significant effect directly on Positive Emotion, Store Atmosphere has significant effect on Positive Emotion, Promotion has no significant effect on Positive Emotion, Hedonic Shopping Value has significant effect to Impulse Buying, Store Atmosphere has no significant effect to Impulse Buying, Promotion have a significant effect on Impulse Buying, and Positive Emotion have significant effectto Impulse Buying.

The Influence of Hedonic Shopping Value and Store Atmosphere and Promotion of Impulse Buying through Positive Emotion on the consumer of Sogo Department Store in Samarinda