Academia Open
Vol 4 (2021): June

Effect of Visual Merchandising, Store Atmosphere, and Price Discount on Impulse Buying with Positive Emotion as Intervening Variable

Raden Hanif Arga Suryana (Universitas Muhammadiyah Sidoarjo)
Dewi Komala Sari (Universitas Muhammadiyah Sidoarjo)

Article Info

Publish Date
29 Jun 2021

Abstract

This study aims to determine the effect of Visual Merchandising, Store Atmosphere, and Price Discount on Impulse Buying with Positive Emotion as an Intervening Variable at Ace Hardware Sidoarjo. The sample used is 100 respondents. Samples were taken by purposive sampling method. The data analysis technique used is PLS-SEM analysis with the SmartPLS 3.0 program. The results of this study indicate that visual merchandising has an effect on impulse buying, store atmosphere has an effect on impulse buying, price discounts have no effect on impulse buying, visual merchandising has an effect on positive emotion, store atmosphere has an effect on positive emotion, price discount has an effect on positive emotion, positive emotion affects impulse buying, visual merchandising affects impulse buying through positive emotion, store atmosphere affects impulse buying through positive emotion, and price discounts affect impulse buying through positive emotion.

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Journal Info
Academia Open
Website

Abbrev

acopen

Publisher

Universitas Muhammadiyah Sidoarjo

Subject

Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Computer Science & IT Earth & Planetary Sciences Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Medicine & Pharmacology Physics Social Sciences Other

Description

Academia Open is published by Universitas Muhammadiyah Sidoarjo published 2 (two) issues per year (June and December). This journal provides immediate open access to its content on the principle that making research freely available to the public supports a greater global exchange of knowledge. This ...