FAKTOR – FAKTOR YANG MEMPENGARUHI POSITIVE SHOPPING EMOTION SERTA DAMPAKNYA TERHADAP IMPULSE BUYING PADA GERAI RITEL MODERN GIANT EKSTRA DI KOTA SEMARANG

The increasiation of middle class society in Indonesia has an impact on increasiation of life expectancy and the changingof consumer behavior that is more modern. This phenomenon provides a great opportunity for businessmen and investors to open a modern retail industry in Indonesia, since the middle class society consumers nowadays prefer the convenienceof shopping compared to the cheap price. In addition, people with the middle class society also has a tendency to be consumptive and intolerant when shopping. According to some literature and previous assessments, as many as 27% - 62% of consumers make purchasing decisions at retail outlets are impulsive or impulse buying. The purpose of this research is to know the influence of sales promotion, store environment, and hedonic shopping to impulse buying activity by consumer Giant Extra Semarang through positive consumer emotion when shopping (positive shopping emotion). The number of samples of 100 respondents taken by purposive sampling technique that is consumers in the city of Semarang who had made transactions or purchases at Giant Extra Superdome Semarang at least 1 time in the last 3 weeks. The data analysis method used is multiple regression analysis using SPSS version 22 where the analysis includes: validity test, reliability test, classic assay test, linear regression test, t test, F test, determination test and Sobel test. The results showed that sales promotion, store environment, hedonic shopping have a positive and significant effect on positive shopping emotion and impulse buying. Store environment is the biggest variable affect impulse buying