How Store Environment and Sales Promotion Influence Positive Emotions and Unplanned Purchases

Abstract

This study investigates how store environments and sales promotion affect positive emotions and unplanned purchases. Store environment and sales promotion are the independent variables that affect positive emotions as the mediating one. The predictor variable is unplanned purchases. The setting of the study is a global hypermarket. The sample size is 159 respondents, selected by using the purposive sampling method. The data analysis technique utilized in this research was Structural Equation Modeling (SEM), with AMOS 21. The instrument testing is employing validity, reliability, and normality test. The research results revealed that the store environment and sales promotion positively and significantly affected positive emotion. The store environment had a significant positive effect on unplanned purchases. However, sales promotion had no significant impact on unplanned purchases. Additionally, positive emotion significantly influenced unplanned purchases. Meanwhile, store environments and sales promotions had no significant influence on unplanned purchases mediated by positive emotions.