Open AccessThe Role of Positive Emotions to Increase the Effect of Store Atmosphere and Discount on Impulse Buying
Author(s) -
Ifan Setiawan,
I Gusti Agung Ketut Sri Ardani
Publication year - 2022
Publication title -
european journal of business and management research
Language(s) - English
Resource type - Journals
ISSN - 2507-1076
DOI - 10.24018/ejbmr.2022.7.1.1236
Subject(s) - impulse (physics) , atmosphere (unit) , positive relationship , advertising , psychology , impulse response , business , social psychology , mathematics , physics , meteorology , quantum mechanics , mathematical analysis
This study aims to analyze the effect of store atmosphere and price discounts on impulse buying with positive emotions as a mediator for consumers at Coco Mart in Denpasar with 85 respondents. Data was collected by distributing questionnaires, then the data was processed using path analysis with the help of SPSS software. Based on the results, the store atmosphere has a positive and significant effect on impulse buying. Store Atmosphere has a positive and significant effect on positive emotions. Price discount has a positive and significant effect on impulse buying. Price discount has a positive and significant effect on positive emotions. Positive emotions have a positive and significant impact on impulse buying. Positive emotions can mediate the effect of store atmosphere and price discounts on impulse buying.