<![CDATA[Purpose – This study aims to examine the influence of store atmosphere on impulse buying among Oh!some customers in Malang City by investigating the mediating role of positive emotion based on the Stimulus–Organism–Response (S-O-R) theory. Design/Methodology/Approach – This study employed a quantitative explanatory research design. Data were collected through questionnaires from 244 customers who had shopped at Oh!some in Malang City. The data were analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) to examine both the direct and indirect relationships among the variables. Findings – The results indicate that store atmosphere has a positive and significant effect on positive emotion and directly influences impulse buying. Positive emotion also has a positive and significant effect on impulse buying and partially mediates the relationship between store atmosphere and impulse buying. These findings demonstrate that store atmosphere stimulates impulse buying both directly and indirectly by evoking consumers' positive emotional responses. Originality/Value – This study extends the application of the Stimulus–Organism–Response (S-O-R) framework by providing empirical evidence of the mediating role of positive emotion in the relationship between store atmosphere and impulse buying within the post-pandemic retail context. The findings contribute to the consumer behavior literature and offer practical guidance for retailers in designing atmospheric elements, such as lighting, scent, and store layout, to enhance positive emotions and encourage spontaneous purchasing behavior. ]]>
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