Open AccessPENGARUH STORE ENVIRONMENT TERHADAP RESPON EMOSI POSITIF DAN IMPULSE BUYING YANG DIMODERASI SITUATIONAL FACTOR
Author(s) -
I Made Agus Indrawan,
Ida Bagus Sudiksa
Publication year - 2019
Publication title -
e-jurnal manajemen
Language(s) - English
Resource type - Journals
ISSN - 2302-8912
DOI - 10.24843/ejmunud.2019.v08.i04.p07
Subject(s) - situational ethics , psychology , impulse (physics) , social psychology , regression analysis , advertising , applied psychology , statistics , business , mathematics , quantum mechanics , physics
The purpose of this study is to identify factors that significantly affect unplanned impulse buying or buying, namely store environment factors, positive emotional responses, and situational factors. Research samples were 90 respondents (consumers) of Ramayana Mall Denpasar. Methods of data collection carried out through questionnaires and analysis techniques used are simple linear regression and Moderated Regression Analysis (MRA). Based on the results of the analysis found that store environment has a positive and significant influence on positive emotional response, positive emotional response has a positive and significant influence on the behavior of impulse buying, and situational factors strengthen the influence of positive emotional responses to impulse buying behavior.
Keywords: store environment, positive emotional response, impulse buying, situational factor