The Role of Positive Emotions to Increase the Effect of Store Atmosphere and Discount on Impulse Buying



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Submitted Dec 30, 2021
Published Feb 13, 2022
10.24018/ejbmr.2022.7.1.1236

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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.

Keywords: impulse buying, price discount, positive emotion, store atmosphere

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