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Ova Nia Amalia
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Decision Sciences, Operations Research & Management

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The Effect of Store Atmosphere on Impulse Buying Mediating Positive Emotion: Case Study of Guardian’s Customers at Olympic Garden Mall) Ova Nia Amalia; Marsudi Marsudi; Sri Nastiti Andharini
Jurnal Manajemen Bisnis dan Kewirausahaan (JAMANIKA) Vol. 1 No. 01 (2021): MARCH
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (239.032 KB) | DOI: 10.22219/jamanika.v1i1.16028

Abstract

The purpose of this study was to describe the role of positive emotion in mediating the effect of store atmosphere on impulse buying at the Guardian Store at Mall Olympic Garden in Malang. The population in this study were the Guardian visitors at Mall Olympic Garden. The sample in this study was 120 respondents using purposive sampling. The analysis technique used is the scale range, path analysis, and single test. The results showed that store atmosphere has a positive and significant influence on impulse buying, store atmosphere has a positive and significant influence on positive emotion, positive emotion has a positive and significant effect on impulse buying and positive emotion can be a mediating variable between the influence of store atmosphere on impulse buying
Co-Authors Marsudi Sri Nastiti Andharini