The Effect of Store Atmosphere, Price Discount, and Product Quality on Impulse Buying through Emotional Response as Mediation

• Author(s): Abdul Salam ; Fandi Putra Jayadi
• Paper ID: 1704524
• Page: 810-825
• Published Date: 31-05-2023
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 6 Issue 11 May-2023

Abstract

This study aims to determine the effect of the Store Atmosphere on Emotional Response, the effect of Price Discount on Emotional Response, the effect of Product Quality on Emotional Response, the effect of the Store Atmosphere on Impulse Buying, the effect of Price Discount on Impulse Buying, the effect of Product Quality on Impulse Buying, and the influence of Store Atmosphere. on Impulse Buying through Emotional Response as mediation, the effect of Price Discount on Impulse Buying through Emotional Response as mediation, the effect of Product Quality on Impulse Buying through Emotional Response as a mediation. This type of research is this research using quantitative methods with data collection techniques using questionnaires. The sample in this study amounted to 100 respondents obtained by purposive sampling technique. The data analysis technique used is Structural Equation Modeling (SEM). The results of this study indicate that Emotional Response to Impulse Buying, Product Quality to Emotional Response, and Product Quality to Impulse Buying through Emotional Response as mediation have a significant effect. Meanwhile, Store Atmosphere for Emotional Response, Price Discount for Emotional Response, Store Atmosphere for Impulse Buying, Price Discount for Impulse Buying, Product Quality for Impulse Buying, Store Atmosphere for Impulse Buying through Emotional Response as mediation, Price Discount for Impulse Buying through Emotional Response as mediation had no significant effect.

Keywords

Store Atmosphere, Price Discount, Product Quality, Impulse Buying, and Emotional Response

Citations

IRE Journals:
Abdul Salam , Fandi Putra Jayadi "The Effect of Store Atmosphere, Price Discount, and Product Quality on Impulse Buying through Emotional Response as Mediation" Iconic Research And Engineering Journals Volume 6 Issue 11 2023 Page 810-825

IEEE:
Abdul Salam , Fandi Putra Jayadi "The Effect of Store Atmosphere, Price Discount, and Product Quality on Impulse Buying through Emotional Response as Mediation" Iconic Research And Engineering Journals, 6(11)