%K price discount, store atmosphere, positive emotion, impulse buying.
price discount, store atmosphere, positive emotion, impulse buying.
%L eprintuntirta48624
%A YOKIE CAHYO PAMBUDI
%I UNIVERSITAS SULTAN AGENG TIRTAYASA
%D 2025
%X 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
%T PENGARUH PRICE DISCOUNT DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING
%O Penelitian ini bertujuan untuk mengetahui peran positive emotion dalam memediasi hubungan antara price discount dan store atmosphere terhadap impulse buying pada Ramayana Department Store Mall Serang. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Pengumpulan data dilakukan melalui kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah masyarakat Kota Serang yang pernah melakukan pembelian di Ramayana Mall Serang, dengan jumlah sampel sebanyak 160 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan accidental sampling. Analisis data dilakukan menggunakan metode Structural Equation Modelling (SEM) dengan software SmartPLS 4.0. 
Hasil penelitian ini menunjukkan bahwa: (1) Price discount memiliki pengaruh positif namun tidak signifikan terhadap impulse buying. (2) Store atmosphere memiliki pengaruh positif namun tidak signifikan terhadap impulse buying. (3) Price discount memiliki pengaruh positif dan signifikan terhadap positive emotion. (4) Store atmosphere memiliki pengaruh positif dan signifikan terhadap positive emotion. (5) Positive emotion berpengaruh positif dan signifikan terhadap impulse buying. (6) Positive emotion mampu memediasi pengaruh price discount terhadap impulse buying. (7) Positive emotion mampu memediasi penuh pengaruh store atmosphere terhadap impulse buying.