<![CDATA[This study was conducted to test and analyze the effect of store atmosphere on impulsive buying through positive emotion as a mediating variable. This study uses a quantitative method. The data collection technique in this study used a questionnaire. A sample of 246 was conducted using random sampling with the help of the PLS 4.0 tool. The results show that store atmosphere has a positive and significant effect on impulsive buying, price discount has a positive and insignificant effect on impulsive buying, positive emotion has a positive and significant effect on impulsive buying, store atmosphere has a positive and significant effect on positive emotion, price discount has a positive and significant effect on positive emotion, store atmosphere has a positive and significant effect on impulsive buying mediated by positive emotion, price discount has a positive and significant effect on impulsive buying mediated by positive emotion. ]]>
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