THE INFLUENCE OF LIFE STYLE AND POSITIVE EMOTION ON IMPULSE BUYING AT JM SUPERMARKET PALEMBANG

This study aims to determine: (1) the influence of Life Style on impulse buying on customers in the JM Supermarket of Palembang City; (2) the effect of positive Emotion on Impulse buying on customers at JM Supermarket in Palembang City; (3) the effect of Life Style and Positive Emotion on impulse buying for customers at JM Supermarket in Palembang City. Study uses primary data obtained by survey methods by distributing questionnaires that have been tested for validity and reliability. The population in this study were customers at JM Supermarket in Palembang City. The sampling technique uses random sampling method with a total sample of 120 people. The data analysis technique used is multiple linear regression. Life Style has a significant effect on impulse buying JM Supermarket in Palembang city. Positive Emotion significantly affects Impulse Buying in Palembang JM Supermarket customers