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All Journal Journal of Economics and Business Aseanomics
Agistia Zalfa Nasihah
Manajemen, Faculty, Universitas Islam Negeri Maulana Maulik Ibrahim Malang
Economics, Econometrics & Finance

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Pengaruh Online Store Atmosphere dan Promosi Terhadap Pembelian Impulsif Di Mediasi Oleh Emosi Positif Agistia Zalfa Nasihah; Nur Laili Fikriah
Journal of Economics and Business Aseanomics Vol 8, No 1 (2023): JANUARI - JUNI 2023
Publisher : Universitas YARSI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33476/jeba.v8i1.3809

Abstract

The purpose of this study is to analyze the impact of online store atmosphere and promotions on impulse buying are mediated by positive emotions in  shopee  users. This study employed the path analysis approach with the SmartPLS 3.0 software. The sample of this study is   shopee users  that totaling 115 respondens decide through purposive sampling. The result of this study is shows that online store atmosphere has no affect to impulse buying, while promotion and positif emotion has affect to impulse buying. Besides that online store atmosphere and promotions have an indirect affect on impulse buying through positive emotions.
Co-Authors Nur Laili Fikriah