PENGARUH STORE ENVIRONMENT TERHADAP RESPON EMOSI POSITIF DAN IMPULSE BUYING YANG DIMODERASI SITUATIONAL FACTOR

Abstract

The purpose of this study is to identify factors that significantly affect unplanned impulse buying or buying, namely store environment factors, positive emotional responses, and situational factors. Research samples were 90 respondents (consumers) of Ramayana Mall Denpasar. Methods of data collection carried out through questionnaires and analysis techniques used are simple linear regression and Moderated Regression Analysis (MRA). Based on the results of the analysis found that store environment has a positive and significant influence on positive emotional response, positive emotional response has a positive and significant influence on the behavior of impulse buying, and situational factors strengthen the influence of positive emotional responses to impulse buying behavior. Keywords: store environment, positive emotional response, impulse buying, situational factor