relation: https://eprints.untirta.ac.id/48624/
title: PENGARUH PRICE DISCOUNT DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING
creator: PAMBUDI, YOKIE CAHYO
subject: HB Economic Theory
subject: HF Commerce
description: This study aims to determine the role of positive emotion in mediating the relationship between price discount and store atmosphere on impulse buying at Ramayana Department Store Mall Serang. The research method used is quantitative with a descriptive approach. Data collection was done through questionnaires and literature studies. The population in this study were people in Serang City who had made purchases at Ramayana Mall Serang, with a sample size of 160 respondents. The sampling technique used was purposive sampling and accidental sampling. Data analysis was carried out using the Structural Equation Modeling (SEM) method with SmartPLS 4.0 software.   The results of this study indicate that: (1) Price discount has a positive but insignificant effect on impulse buying. (2) Store atmosphere has a positive but insignificant effect on impulse buying. (3) Price discount has a positive and significant influence on positive emotion. (4) Store atmosphere has a positive and significant effect on positive emotion. (5) Positive emotion has a positive and significant effect on impulse buying. (6) Positive emotion is able to mediate the effect of price discount on impulse buying. (7) Positive emotion is able to fully mediate the effect of store atmosphere on impulse buying
date: 2025
type: Thesis
type: NonPeerReviewed
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identifier: https://eprints.untirta.ac.id/48624/1/Yokie%20Cahyo%20Pambudi_5551200096_fulltext.pdf
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identifier: https://eprints.untirta.ac.id/48624/2/Yokie%20Cahyo%20Pambudi_5551200096_01.pdf
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identifier: https://eprints.untirta.ac.id/48624/3/Yokie%20Cahyo%20Pambudi_5551200096_02.pdf
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identifier: https://eprints.untirta.ac.id/48624/4/Yokie%20Cahyo%20Pambudi_5551200096_03.pdf
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identifier: https://eprints.untirta.ac.id/48624/5/Yokie%20Cahyo%20Pambudi_5551200096_04.pdf
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identifier: https://eprints.untirta.ac.id/48624/6/Yokie%20Cahyo%20Pambudi_5551200096_05.pdf
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language: en
identifier: https://eprints.untirta.ac.id/48624/7/Yokie%20Cahyo%20Pambudi_5551200096_lamp.pdf
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language: en
identifier: https://eprints.untirta.ac.id/48624/8/Yokie%20Cahyo%20Pambudi_5551200096_ref.pdf
identifier:   PAMBUDI, YOKIE CAHYO  (2025) PENGARUH PRICE DISCOUNT DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING.  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.