E-Jurnal Ekonomi dan Bisnis Universitas Udayana
VOLUME.12.NO.02.TAHUN.2023

PENGARUH LINGKUNGAN TOKO TERHADAP PEMBELIAN IMPULSIF DIMEDIASI OLEH EMOSI POSITIF

Angga Prasetya Putra (Feb Unud)
Gede Bayu Rahanatha (Fakultas Ekonomi dan Bisnis, Universitas Udayana, Bali, Indonesia)



Article Info

Publish Date
20 Feb 2023

Abstract

Indonesia's economy is getting better, as well as the rate of growth of Indonesia's population that continues to increase, causing changes in people's behavior in terms of shopping. Currently shopping easily and comfortably has become the desire of the people. Miniso entered the retail industry market in Indonesia to respond to changes in people's behavior. Miniso must carry out the right strategy so that consumers feel interested and make impulse purchases at Miniso. This study aims to explain the influence of the store environment on impulsive buying behavior and positive emotions. This research was conducted in Denpasar City with the number of samples taken as many as 108 respondents with a questionnaire tool. The sample was determined using a non-probability sampling model with purposive sampling technique. The data analysis technique used was path analysis with the help of the SPSS for windows program. The results of the analysis show that all hypotheses are accepted. The store environment has a positive and significant effect on Impulsive Purchases, the store environment has a positive and significant effect on positive emotions, positive emotions have a positive effect on impulsive buying and positive emotions are able to mediate the influence of the store environment on impulsive purchases

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Journal Info

Abbrev

EEB

Publisher

Subject

Economics, Econometrics & Finance Education

Description

E-Jurnal Ekonomi dan Bisnis Universitas Udayana (EEB) is an electronic scientific journal that publishes the results of economic and business studies. EEB is published periodically every month with an online format. EEB Editor receives written results of studies in the fields of economics, ...