<![CDATA[Perkembangan tren fashion di Indonesia mendorong bisnis ritel fashion, salah satunya Uniqlo, untuk merancang strategi yang dapat meningkatkan pembelian impulsif konsumen. Penelitian ini bertujuan untuk menjelaskan peran positive emotion dalam memediasi pengaruh price discount terhadap impulse buying konsumen Uniqlo. Penelitian ini dilakukan di Kota Denpasar dengan jumlah sampel sebanyak 100 responden yang ditentukan dengan teknik purposive sampling. Instrumen penelitian ini menggunakan kuesioner secara offline dan online yang diukur dalam skala Likert. Teknik analisis data yang digunakan adalah analisis jalur. Hasil penelitian menunjukkan bahwa seluruh hipotesis diterima. Price discount berpengaruh positif dan signifikan terhadap impulse buying. Price discount berpengaruh positif dan signifikan terhadap positive emotion. Positive emotion berpengaruh positif dan signifikan terhadap impulse buying. Positive emotion mampu memediasi secara parsial pengaruh price discount terhadap impulse buying. Implikasi dari penelitian ini adalah pentingnya strategi Uniqlo dalam memberikan potongan harga untuk membangkitkan perasaan senang saat berbelanja sehingga dapat meningkatkan pembelian impulsif konsumen Uniqlo di Kota Denpasar. The development of fashion trends in Indonesia encourages fashion retail businesses, one of which is Uniqlo, to design strategies that can increase consumer impulse buying. This study aims to explain the role of positive emotion in mediating the effect of price discounts on impulse buying of Uniqlo consumers. This research was conducted in Denpasar City with a sample size of 100 respondents determined by purposive sampling technique. This research instrument uses offline and online questionnaires measured on a Likert scale. The data analysis technique used is path analysis. The results showed that all hypotheses were accepted. Price discount has a positive and significant effect on impulse buying. Price discount has a positive and significant effect on positive emotion. Positive emotion has a positive and significant effect on impulse buying. Positive emotion is able to partially mediate the effect of price discount on impulse buying. The implication of this research is the importance of Uniqlo's strategy in providing price discounts to generate feelings of pleasure while shopping to increase impulse buying of Uniqlo consumers in Denpasar City]]>
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