PENGARUH STORE ATMOSFER DAN PROMOSI PENJUALAN TERHADAP PEMBELIAN IMPULSIF DENGAN EMOSI POSITIF SEBAGAI VARIABEL INTERVENING

Abstract

ABSTRACT Department store is one of the fast growing retail by 2015. As many as 27-62% of purchases that occur at department store is impulsive purchases. The purpose of this study is to analyze and discuss the influence of store atmosphere and sales promotions toward impulsive purchases with positive emotions as intervening variable. The type of this research is quantitative research. Using the technique of sampling nonprobability sampling with the total of 220 respondents drawn from visitors of Matahari department store Tunjungan Plaza Surabaya. The instrument used was the likert scale using question form and analysis with the path analysis used was AMOS 18. The result shows that there is a positive and Significant influence of store atmosphere and sales promotion Toward positive emotions. There is also positive and significant Influence of store atmosphere and positive emotions toward Impilsive purchases. But there is a positive and significant Influence of sales promotions toward impulsive purchases

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