Pengaruh Servicescape dan Promosi Penjualan, Terhadap Impluse Buying dengan Shopping Emotion Sebagai Variabel Intervening (Studi Kasus Pada Konsumen Arema FC Official Store)

AbstractThis study aims to analyze the direct effect and indirect effect of the five variables, namely Servicescape, Sales Promotion, Impluse Buying, Shopping Emotion. The population of this research is customer Arema FC Official. The sample was taken by using purposive sampling method so that 100 respondents who matches the criteria. This research was conducted by Path Analysis and Sobel method. The result of this research show that servicescape and sales promotion variables have a direct effect on impuls buying, servicescape and sales promotion variables have a direct effect on shopping emotion, shopping emotion has a direct effect on impuls buying and Shopping emotion as an intervening variable is proven to significantly mediate the indirect effect servicescape on impuls buying, but not significantly mediate the indirect effect of sales promotion on impuls buying. Keywords: Servicescape, Sales Promotion, Impluse Buying, Shopping Emotion