PENGARUH IN-STORE DISPLAY DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING DENGAN POSITIVE EMOTION SEBAGAI VARIABEL INTERVENING (Survey Pada Konsumen Indomaret Jln.Sultan Agung Ponorogo)

This study aims to determine how the influence of in-store display and price discount on impulse buying with the intervening variable being positive emotion on consumers of Indomaret Jln.Sultan Agung Ponorogo. The method used in this research is quantitative. The population in this study were all consumers of Indomaret Sultan Agung Ponorogo. The sampling technique in this study uses non-probability sampling. The type of sampling used is accidental sampling in order to obtain a total sample of 100 respondents. The data in this study used primary data, where the researchers distributed questionnaires for data collection. The results of this study indicate that, (1) In Store Display (X1) has an effect on Impulse Buying (Y). (2) Price Discount (X2) has no effect on Impulse Buying (Y). (3) In Store Display (X1) has an effect on Positive Emotion (Z). (4) Price Discount (X2) has an effect on Positive Emotion (Z). (5) Positive Emotion (Z) has an effect on Impulse Buying (Y). (6) In Store Display (X1) has an effect on Impulse Buying (Y) through Positive Emotion (Z). (7) Price Discount (X2) has an effect on Impulse Buying (Y) through Positive Emotion (Z). Keywords: in-store display; price discounts; impulse buying; positive emotion