Abstract
Impulse buying is the behavior to make purchases directly, without prior plan, done quickly and without much evaluation. Companies need to pay attention to factors that influence the creation of impulse buying to increase revenue. Purpose of this study is to determine Positive Emotion in mediating sales promotion and store environments in impulse buying. Study is conducted in Denpasar and Alfamart as research objects. 112 are used as respondents who had shopped at Alfamart with purposive sampling. Data collected through questionnaires and analyzed using path analysis. Based on the results, sales promotion and store environment have a positive and significant effect on Positive Emotion, Positive Emotion has a positive and significant effect on impulse buying, sales promotion and store environment has a positive and significant effect on impulse buying, and Positive Emotion is able to mediate the influence of sales promotion and store environment for impulse buying.
 Keywords: sales promotion, store environment, Positive Emotion, impulse buying.
Highlights
Impulse buying is the behavior to make purchases directly, without prior plan, done quickly and without much evaluation
pay attention to factors that influence the creation of impulse buying to increase revenue
Study is conducted in Denpasar
Summary
Hal ini didukung juga oleh hasil penelitian dari Akyuz (2018) serta Suwandi dan Soelasih (2014) yang menyatakan bahwa semakin ditingkatkannya promosi penjualan maka akan dapat meningkatkan emosi positif konsumen yang nantinya akan melakukan pembelian secara impulsif atau tidak terencana. Hasil penelitian yang dilakukan oleh Darmayasa dan Sukaatmadja (2017) , Akyuz (2018), Margana dan Setiawan (2014) serta Gumilang dan Nurcahya (2016) menunjukkan bahwa emotional shopping berpengaruh positif dan signifikan terhadap impulse buying behavior, hal ini berarti semakin terciptanya emotional shopping yang positif maka akan semakin meningkatnya perilaku impulse buying. Promotion terhadap impulse buying Menurut Putra dan Sukawati (2015), Purwa dan Yasa (2014), Negara dan Kusumadewi (2018), Maulana (2018), Margana dan Setiawan (2014) Emotional Response berpengaruh signifikan dalam memediasi Store Environment terhadap Impulse Buying. Sales promotion (promosi penjualan) dalam penelitian ini merupakan kegiatan yang dilakukan oleh perusahaan yang bertujuan untuk menarik konsumen dengan memberikan penawaran yang menarik agar konsumen melakukan pembelian di Alfamart. Penelitian ini menggunakan metode pemilihan sampel non-probability sampling dengan menggunakan teknik purposive sampling
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