Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk menganalisis pengaruh store atmosphere dan price discount terhadap impulse buying dengan positive emotion sebagai variabel mediasi pada konsumen matahari department store plaza aceh. fenomena impulse buying merupakan salah satu perilaku konsumen yang sering muncul dalam aktivitas belanja di toko ritel, terutama dipicu oleh suasana toko yang menarik dan penawaran diskon yang menggoda. penelitian ini menggunakan metode kuantitatif dengan pendekatan survei. data dikumpulkan melalui kuesioner kepada 190 responden yang merupakan konsumen matahari department store plaza aceh, dan dianalisis menggunakan metode structural equation modeling (sem) berbasis partial least square (pls-sem). hasil penelitian menunjukkan bahwa store atmosphere dan price discount berpengaruh positif dan signifikan terhadap impulse buying, baik secara langsung maupun tidak langsung melalui positive emotion. positive emotion terbukti menjadi variabel mediasi yang memperkuat hubungan antara store atmosphere dan price discount terhadap impulse buying. temuan ini menegaskan pentingnya strategi pengelolaan atmosfer toko dan pemberian diskon harga dalam membentuk emosi positif konsumen yang pada akhirnya dapat meningkatkan keputusan pembelian secara impulsif. kata kunci: store atmosphere, price discount, positive emotion, impulse buying, matahari department store

ABSTRACT This study aims to analyze the influence of store atmosphere and price discounts on impulse buying, with positive emotion as a mediating variable among consumers at Matahari Department Store Plaza Aceh. Impulse buying is a common consumer behavior in retail stores, primarily triggered by an attractive store atmosphere and attractive discount offers. This study employed a quantitative survey approach. Data were collected through questionnaires from 190 respondents, consumers of Matahari Department Store Plaza Aceh, and analyzed using Partial Least Squares Structural Equation Modeling (SEM) (PLS-SEM). The results indicate that store atmosphere and price discounts have a positive and significant effect on impulse buying, both directly and indirectly through positive emotion. Positive emotion proved to be a mediating variable, strengthening the relationship between store atmosphere and price discounts on impulse buying. These findings emphasize the importance of strategic store atmosphere management and price discounts in shaping positive consumer emotions, which ultimately can increase impulsive purchasing decisions. Keywords: Store atmosphere, Price discount, Positive emotion, Impulse buying, Matahari Department Store