Abstract: This research was conducted with the aim of explaining the role of positive emotion in mediating the effect of store atmosphere on impulse buying at the Mayhem Store Denpasar. The sample set in this study amounted to 100 respondents using purposive sampling. Data were collected using a questionnaire and measured with the help of a Likert scale, then analyzed using path analysis to determine the direct and indirect effect of the variable and the Sobel test to determine whether there was an effect of mediation. This study shows that store atmosphere and positive emotion have a positive and significant effect on impulse buying, and positive emotion has a positive and significant effect in mediating the effect of store atmosphere on impulse buying.
Keywords: store atmosphere, positive emotion, impulse buying.
Title: The Role of Positive Emotion in Mediating the Effect of the Atmosphere Store on Impulse Buying at Mayhem Store Denpasar
Author: I Gusti Agung Suarna Dharma, I Made Wardana
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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