Open AccessThe Effect of Store Atmosphere on Impulse Buying Mediating Positive Emotion
Author(s) -
Ova Nia Amalia,
Marsudi Marsudi,
Sri Nastiti Andharini
Publication year - 2021
Publication title -
jurnal manajemen bisnis dan kewirausahaan
Language(s) - English
Resource type - Journals
ISSN - 2776-1118
DOI - 10.22219/jamanika.v1i1.16028
Subject(s) - impulse (physics) , nonprobability sampling , psychology , atmosphere (unit) , path analysis (statistics) , advertising , guardian , population , social psychology , audiology , business , mathematics , geography , statistics , medicine , environmental health , political science , meteorology , physics , quantum mechanics , law
The purpose of this study was to describe the role of positive emotion in mediating the effect of store atmosphere on impulse buying at the Guardian Store at Mall Olympic Garden in Malang. The population in this study were the Guardian visitors at Mall Olympic Garden. The sample in this study was 120 respondents using purposive sampling. The analysis technique used is the scale range, path analysis, and single test. The results showed that store atmosphere has a positive and significant influence on impulse buying, store atmosphere has a positive and significant influence on positive emotion, positive emotion has a positive and significant effect on impulse buying and positive emotion can be a mediating variable between the influence of store atmosphere on impulse buying