Abstract
This study aims to determine the effect of Price Discount and Store Atmosphere on Impulse Buying through Positive Emotion. This research is a quantitative research. The population in this study is the consumers of Muara Mall, Ternate City. The number of research samples is 102 respondents. The data analysis technique used in this research is path modeling analysis using Smart Partial Least Square (PLS) version 4 as a statistical test tool. The results of this study indicate that: (1) Price Discount has no significant effect on Impulse Buying; (2) Store Atmosphere has no significant effect on Impulse Buying; (3) Price Discount has a significant effect on Positive Emotion; (4) Store Atmosphere has a significant effect on Positive Emotion; (5) Positive Emotion has a significant effect on Impulse Buying; (6) Price Discount has a significant effect on Impulse Buying through Positive Emotion; (7) Store Atmosphere has a significant effect on Impulse Buying through Positive Emotion. Keywords: Price Discount, Store Atmosphere, Impulse Buying, and Positive Emotion.
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