Electronic Theses and Dissertation

abstrak penelitian ini bertujuan untuk mengukur pengaruh hedonic shopping motivation dan store atmosphere terhadap impulse buying yang dimediasi oleh positive emotion pada pengunjung store mr.diy di kota banda aceh. penelitian ini menggunakan pendekatan kuantitatif dengan populasi pengunjung store mr.diy di kota banda aceh. sampel yang digunakan ialah pengunjung store mr.diy di kota banda aceh dan berjumlah 160 responde. teknik pengambilan sampel yang digunakan yaitu non-probability sampling dengan metode purposive sampling. partial least squares structural equation modeling (pls-sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabelvariabel yang terlibat. hasil penelitian menunjukkan bahwa hedonic shopping motivation dan store atmosphere berpengaruh signifikan terhadap terhadap impulse buying, baik secara langsung maupun melalui mediasi positive emotion. positive emotion terbukti menjadi variabel mediasi yang memperkuat pengaruh hedonic shopping motivation dan store atmosphere terhadap impulse buying pada pengunjung store mr.diy kota banda aceh. kata kunci : motivasi belanja hedonis, suasana toko, pembelian impulsif, emosi positif.

ABSTRACT This study aims to measure the effect of Hedonic Shopping Motivation and Store atmosphere on Impulse Buying Mediated by Positive Emotion on visitors to the MR.DIY Store in Banda Aceh City. This study uses a quantitative approach with a population of visitors to the MR.DIY Store in Banda Aceh City. The sample used was visitors to the MR.DIY Store in Banda Aceh City and amounted to 160 respondents. The sampling technique used was non-probability sampling with a purposive sampling method. Partial Least Squares Structural Equation Modeling (PLS-SEM) was used as an analysis method to determine the influence between the variables involved. The results showed that Hedonic Shopping Motivation and Store atmosphere had a significant effect on Impulse Buying, both directly and through the mediation of Positive Emotion. Positive Emotion proved to be a mediating variable that strengthened the influence of Hedonic Shopping Motivation and Store atmosphere on Impulse Buying on visitors to the MR.DIY Store in Banda Aceh City. Keywords : Hedonic Shopping Motivation, Store atmosphere, Impulse Buying, Positive Emotion.