PENGARUH PROMOSI PENJUALAN, ATMOSFER TOKO, DAN EMOSI POSITIF TERHADAP PEMBELIAN TIDAK TERENCANA: STUDI PADA KONSUMEN MATAHARI DEPARTMENT STORE

PUTI NADHIRA. Influence Of Sales Promotion, Store Atmosphere, And Positive Emotions On Impulse Buying Behavior: Study On Matahari Department Store. The purpose of this study was to: (1) To examine empirically the effect of sales promotion to positive emotionsonMatahari Department Store consumers, (2) To examine empirically the effect of sales promotion to impulse buying behavior on Matahari Department Store consumers, (3) To examine empirically the effect of store atmosphere to positive emotions on Matahari Department Store consumers, (4) To examine empirically the effect of store atmosphere to impulse buying behavior on Matahari Department Store consumers, (5) To examine empirically the effect of positive emotions to impulse buying behavior on Matahari Department Store consumers.Data collection using survey methods. Sample of this study are 200 respondents who havedone impulse buying in the last one month (Juny-July 2016). Data analysis using SPSS version 23 and SEM (Structural Equation n) LISREL version 8.7. Results of this research show: (1) sales promotion have positive and significant effect on positive emotions, (2) sales promotion have positive and significant effect on impulse buying behavior, (3) store atmospherehave positive and significant effect on positive emotions, (4) store atmosphere have negative and not significant effect on impulse buying behavior, (5) positive emotions have positive and significant effect on impulse buying behavior. Rated fit model with value of RMSEA 0.042, value of RMR 0.046, value of CMIN/DF 1.466, value of NFI 0.93, value of NNFI 0.97, and value of CFI 0.98. The results of this research beneficial to retail company, especially Matahari Department Store in Jakarta, to create better strategy in improving impulse buying behavior on consumers. Keywords: Sales Promotion, Store Atmosphere, Positive Emotions, Impulse Buying Behavior, Retail