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All Journal EMBISS: Jurnal Ekonomi, Manajemen, Bisnis, Sosial
Lutfiani, Izah
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Hedonic Shopping Motivation, Visual Merchandising, dan Store Atmosphere Terhadap Impulse Buying Melalui Positive Emotion Sebagai Variabel Intervening Pada Konsumen Industri Retail Tiongkok di Indonesia Lutfiani, Izah; Farisi, Herdian; Yuliana, Ade
JURNAL EKONOMI, MANAJEMEN, BISNIS, DAN SOSIAL (EMBISS) Vol. 4 No. 1 (2023): November 2023
Publisher : CV ODIS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59889/embiss.v4i1.282

Abstract

This research aims to analyze the impact of visual merchandising, store atmosphere, and hedonic shopping motivation on impulse buying, with positive emotion as a mediator for KKV Indonesia consumers. The research involved 120 respondents selected through purposive sampling. Data was collected through questionnaires and analyzed using the SEM-PLS method with the help of SmartPLS software. Based on the results, visual merchandising, store atmosphere, and hedonic shopping motivation significantly impact positive emotion. Positive emotion, in turn, has a significant effect on impulse buying. Positive emotion can act as a mediator in the relationship between visual merchandising, store atmosphere, hedonic shopping motivation, and impulse buying.
Co-Authors Ade Yuliana, Ade Herdian Farisi