<![CDATA[MR DIY Indonesia is one of the leading equipment retailers in Indonesia which was established with the concept of "Always Low Price" which applies to every store, meaning that every quality product offered is always at an affordable price and there is no difference in price between stores across the archipelago. This study aims to examine the effect of Product Diversity and Price on Impulse Buying through Shopping Emotion as an Intervening Variable on Consumers of MR DIY Mal SKA Pekanbaru. Primary data were collected with a questionnaire as an instrument. This study uses 100 consumers of MR DIY Mall SKA Pekanbaru as respondents with the Non-Probability Sampling technique. This research uses data analysis method using Path Analysis using SPSS software. The results of this study indicate that (1) Product Diversity has an effect on Shopping Emotion; (2) Price has an effect on Shopping Emotion; (3) Product Diversity affects Impulse Buying; (4) Price has an effect on Impulse Buying; (5) Shopping Emotion has an effect on Impulse Buying; (6) Product diversity affects Impulse Buying through Shopping Emotion; (7) Price has an effect on Impulse Buying through Shopping Emotion. Abstrak MR DIY Indonesia merupakan salah satu retailer perlengkapan terkemuka di Indonesia yang didirikan dengan konsep “Always Low Price” yang berlaku di setiap toko, artinya setiap produk berkualitas yang ditawarkan selalu memiliki harga yang terjangkau dan tidak ada perbedaan harga antar toko yang tersebar di seluruh nusantara. Penelitian ini bertujuan untuk menguji Pengaruh Keragaman Produk dan Harga Terhadap Impulse buying Melalui Shopping emotion Sebagai Variabel Intervening pada Konsumen MR DIY Mal SKA Pekanbaru. Data primer dikumpulkan dengan kuesioner sebagai instrument. Penelitian ini menggunakan 100 konsumen MR DIY Mal SKA Pekanbaru sebagai responden dengan teknik Non-Probability Sampling. Penelitian ini menggunakan metode analisis data dengan menggunakan Analisis Jalur dengan menggunakan software SPSS. Hasil penelitian ini menunjukkan bahwa Keragaman Produk berpengaruh terhadap Shopping emotion, Harga berpengaruh terhadap Shopping emotion, Keragaman produk berpengaruh terhadap Impulse buying, Harga berpengaruh terhadap Impulse buying, Shopping emotion berpengaruh terhadap Impulse buying, Keragaman Produk berpengaruh terhadap Impulse buying melalui Shopping emotion, dan Harga berpengaruh terhadap Impulse buying melalui Shopping emotion.]]>
