Abstract
The purposes of the study were to analyze influence of the store atmosphere on consumers positive emotions and impulse in buying at Giant Hypermarket Pekanbaru, and finally to analyze effect of store atmosphere on impulse buying by consumers positive emotion as an intervening variable. The sample in this study were 100 consumers who shopped at Giant Hypermarket in last 3 months, with the method of incidental sampling and then do an analysis of the data obtained using the analysis of quantitative data includes : validity and reliability test, regression analysis linear, hypothesis testing via t test, and analysis of the coefficient of determination (R2). The result of the research found that store atmosphere has positive but not significant effect to impulse buying, store atmosphere has positive and significant effect to consumer’s positive emotion, positive consumer emotion have positive and significant effect on impulse buying, and positive emotion able to mediate influence of store atmosphere on impulse buying at Giant Hypermarket.
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