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Gusti Noorlitaria Achmad
Universitas Mulawarman
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THE EFFECT OF HEDONIC MOTIVATION AND VISUAL MERCHANDISING ON IMPULSE BUYING WITH POSITIVE EMOTION AS A MEDIATION VARIABLE ON OH SOME STORE CONSUMERS IN SAMARINDA CITY Nirmala Putri Dinanti; Gusti Noorlitaria Achmad
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No 2 (2026): IJEBAR: Vol. 10, Issue 2, June 2026
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10i2.19920

Abstract

This study aims to analyze the influence of hedonic motivation and visual merchandising on impulse buying with positive emotion as a mediating variable among OH SOME Store consumers in Samarinda City. The study used a quantitative approach with a purposive sampling technique on 136 respondents who had shopped at OH SOME Store Samarinda. Data collection was conducted through a questionnaire using a Likert scale and analyzed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method. The results showed that hedonic motivation had a positive and significant effect on impulse buying and positive emotion. Positive emotion was also proven to have a positive and significant effect on impulse buying. Meanwhile, visual merchandising did not have a significant direct effect on impulse buying, but had a positive and significant effect on positive emotion. In addition, positive emotion was able to mediate the influence of hedonic motivation and visual merchandising on impulse buying. The implications of this study indicate that retail companies need to create a pleasant shopping experience by strengthening consumers' emotional aspects, developing attractive store visual concepts, and experiential marketing strategies to increase consumer impulse buying.
Co-Authors Aat Ruchiat Nugraha Abdurobbi Robi Jibril Adinda N Nisha Aditya Pratama Adjie Sofyan Afandi, Firman Agus Sofiansyah Ahmad, Afan Al Hidayah, Rahmawati Ali Ahmad Yasin Andriya Risdwiyanto Arif Wicaksono Arvita Rachmawaty Arvita Rahmawati Ashar Ashar Asnawati Asnawati Asta Kinan Prayoga Aulia Fitriani Ayu Dita Sari Cakranegara, Pandu Adi Cantika Virgores Citra Saraswati David, Maichel Josua Dewi Masithah Dewi Nur Septyarini Dewi Sartika Dharmawan, Ade Putra Dinata, Andi Irma Dio Caisar Darma Doddy Adhimursandi Dolly Martin Jenau Dwi Martiyanti Eddy Trioko Ekasari, Silvia Eko Agus Supian Elizabeth Yohanes Eny Rochaida Fachmi Azhari Fadillah Ridho Pangestu fajar rahmadi Fakhruddin, Fuad Fakhruddin, Fuad Fauzi Arham Fitria Rachmatiah Fitriansyah Fitriansyah Fitriansyah Fitriansyah Fitriansyah, Fitriansyah Fuad Fakhruddin Gozali, Lutfi Ahmad Hamdani Hamdani Heny Hidayati Herning Indriastuti Herry Ramadhani I Nyoman Tri Sutaguna Ikawati, Kartina Ilman, Rizqin Indah Purnamasari Indra Permana Kusuma Putra Indra Suyoto Kurniawan Irsan Tricahyadinata Ita Nurcholifah Iwan Haryanto Julianto, Dimas Gibran Julianto Jusuf Kuleh Jusuf Kuleh Kaunang, Vincensius Kelvin Krisdayanti Krisdayanti Kuleh, Yohanes Leilani, Adelia Lisa Indah Pertiwi Luh Komang Candra Dewi Luis Nanda Sukmana Martiyanti, Dwi Masfah Masfah Meidhita Meissy Amalia Michael Hadjaat Mochamad Ridwan Mochamad Ridwan, Mochamad Mohamad Hendriyanto Mokhamad Arwani Muhammad Arik Azhar MUHAMMAD HATTA NURHIDAYAT Muhammad Iqbal Fajri Muhammad Muhammad Wasil Muhammad Saleh Muhammad Wasil Muhammad Wasil Muhammad Wasil Muhammad Wasil Muhammad Yusuf MUHAMMAD YUSUF Musran Munizu Nabila Nur Fajrina Nansi Rianindita Netty Fabiola Karendyna Nia Kurniadin Nirmala Putri Dinanti Noorfitri, Karin Cetta Putri Nova Tita Sari Noviana, Nengah Mekka Sucia Nurhikmah Nurhikmah Oktawiranti, Anggi Ovita Charolina Pamasang S Siburian Prof. Dr. Suharno, MM Purwadi Purwadi Purwadi Putra, Bagus Adhitama Putra, Indra Permana Kusuma Rahmawati, Rahmawati Ramayanti, Noor Lisa Revi Sesario Riadi, Sukisno Selamet Robiansyah, Robiansyah Rudiansyah Rudiansyah Rusdiah Iskandar S.Pd. M Kes I Ketut Sudiana . Sari, Deviana Astika Sary, Kezia Arum Setiadi, Muhammad Yusup shibghati Mutia Hasanah Silvia Ekasari Sinaga, Unggul Raga Tua Siregar, Ade Perdana Situmorang, Gloria Rochelly Sofiansyah, Agus Sri Mintarti Sri Wahyuni Sri Yanna Suharno Suharno Sukisno S. Riadi Sukisno S. Riadi Sukisno S. Riadi Sukmana, Luis Nanda Sulistiyowati Sulistiyowati Sumarni Sumarni Sumarni Sumarni Syachrani, Syaparliddin Syahidul Syahidul Syamsul Arifin Syarifah Hudayah Teguh Setiawan Wibowo Theresia Militina Theresia Militina TRI SUTRISNO Untung Hayati Wakhidah, Esti Nur Warohma, Syaqinah Shiva Wasil, Mohammad Wiryawan, Dedik Wiwik Suyanti Yonathan Pongtuluran Yonathan Pongtuluran Yonathan Pongtuluran YUNI, YUNI Yusniar Yusniar ZA, Saida Zainurossalamia Zainal Arifin Zainal Ilmi Zainal Ilmi Zarina Zulkifli