<![CDATA[ The objective of this research is to identify the effects of store environment and hedonic shopping motivation on impulse buying behavior with positive emotion at Sociolla Store of MOG in Malang City. This research is a quantitative study which tries to assess the causal relationship between variables of store environment, hedonic shopping motivation, impulse buying, and positive emotion. From the population of customers of Sociolla Store of Malang Olympic Garden in Malang City, 160 people were selected as the respondents. They must be people with the minimum age of 17 years and have made at least one purchase in the store. The data was analyzed using Path Analysis. This research finds that store environment and hedonic shopping motivation significantly influence positive emotion that hedonic shopping motivation significantly affects impulse buying, and that store environment has no significant effect on impulse buying. Further, positive emotion mediates the influence of store environment and hedonic shopping motivation on impulse buying. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh Lingkungan Toko dan Hedonic shopping motivation terhadap Perilaku Impulse buying dengan Emosi Positif di Sociolla Store MOG Kota Malang. Jenis Penelitian ini adalah penelitian eksplanatori yang bertujuanuntuk mencari hubungan sebab akibat antara variabel lingkungan toko, hedonic shopping motivation, impulse buying, dan emosi positif. Populasi yang digunakan adalah customer Sociolla MOG Kota Malang, dengan jumlah sampel sebanyak 160 sampel. Karakteristik sampel yang dipilih yaitu, minimal berusia 17 tahun dan customer yang pernah membeli produk di Sociolla Store Mall Olympic Garden Malang minimal satu kali. Teknik analisis data dalam penelitian ini menggunakan Path Analysis. Hasil penelitian menunjukkan bahwa varibael lingkungan toko dan hedonic shopping motivation memiliki pengaruh yang signifikan terhadap variabel emosi positif. Kemudian variabel hedonic shopping motivation berpengaruh signifikan terhadap impulse buying, namun variabel lingkungan toko tidak berpengaruh signifikan terhadap variabel impulse buying. Variabel emosi positif berhasil memediasi pengaruh antara lingkungan toko dan hedonic shopping motivation terhadap impulse buying.]]>
