The Influence of Sales Promotion and Store Atmosphere towards Impulse Buying with Shopping Emotion as Intervening Variable at Matahari Department Store Purwokerto

The retail industry in Indonesia is quite attractive to new comers where the current market is very potential to see an increase in the economy and an increase in the population of the country. Business development is supported also by more consumers who want delivery easily and conveniently. The increasing of consumer income also often increases the consumer needs. A constant increasing of needs causes the level of consumer spending is raised.Based on this phenomenon the company must have a strategy to attract consumers by giving promotions to consumers and provide a comfortable store atmosphere for consumers. One of the existing retail in Indonesia is Matahari Department Store. Matahari Department Store is the oldest and largest retail company in Indonesia, which currently dominates Indonesia’s retail market share of 25%. Matahari Department Store has 151 stores in more than 60 cities and has one online store called Mataharimall.com. Purwokerto is one of the city that has Matahari Department Store. This place providing many choices such as garments, footwears, eyeglasses, and many more goods available. Consumers tend to buy in Matahari Department Store Purwokerto because of its availability of products at one place. Consumers do not have to go to many different store to buy different things. Beside that, Matahari Department Store Purwokerto have been made various to create a comfortable store atmosphere for consumers. It also applies promotion. Matahari Department Store Purwokerto shows that there are several main reasons for customers to shop at this place than in other place because Matahari Department Store Purwokerto has strategic location, completeness of product, located in one-stop shopping area. Based on the problem, the purpose of this research is to analyze the components of sales promotion, store atmosphere, to impulse buying with shopping emotion as intervening variable. The research methodology used for this research is case study with survey research method. Convenience sampling techniques that come from non probability sampling techniques are used for the selection of sample. The sample of this research is 125, originated from Matahari Department Store consumer of Purwokerto who had made impulsive purchase. Method of processing data using SEM with AMOS used to analysis the data. This study has implications for retail companies; because the company develops, improves the quality and makes new innovations related to the research results. The limitation of this research is difficult to get various age and occupation of respondents