The Effect of Store Environment on Positive Emotional Response and Impulse Buying Moderated by Situational Factor

摘要

The purpose of this study was to identify factors that significantly affect unplanned impulse buying, namely store environment factors, positive emotional responses, and situational factors. Research samples were 90 respondents (consumers) of Ramayana Mall Denpasar. Methods of data collection carried out through questionnaires, while analysis techniques used simple linear regression and Moderated Regression Analysis (MRA). Based on the results of the analysis, it was found that store environment had a positive and significant influence on positive emotional response; positive emotional response had a positive and significant influence on the behaviour of impulse buying; and situational factors were strengthening the influence of positive emotional responses to impulse buying behaviour.