<![CDATA[The rapid growth of the creative economy in Pekanbaru City has intensified market competition and encouraged businesses to understand consumers’ impulse buying behavior. This study examines the effects of brand equity, shopping lifestyle, and packaging design on impulse buying, with positive emotion serving as a mediating variable among consumers of creative economy MSMEs in Pekanbaru City. The study employed a quantitative associative-causal approach. Data were collected through questionnaires distributed to 170 respondents selected using purposive sampling. The data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The results indicate that brand equity, shopping lifestyle, and packaging design have positive and significant effects on impulse buying. Positive emotion also positively and significantly influences impulse buying. Moreover, positive emotion mediates the relationships between brand equity, shopping lifestyle, packaging design, and impulse buying behavior. These findings suggest that strengthening brand equity, understanding consumers’ shopping lifestyles, and developing attractive and functional packaging can generate positive emotional responses that encourage spontaneous purchase decisions. Therefore, creative economy MSMEs in Pekanbaru should enhance their brand value, adapt to changing consumer lifestyle trends, and develop innovative packaging strategies to increase impulse buying and strengthen market competitiveness.]]>
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