PERAN SHOPPING EMOTION SEBAGAI MEDIATOR HUBUNGAN ANTARA STORE ATMOSPHERE TERHADAP IMPULSE BUYING (Studi pada Konsumen Toko Kelontong di Kota Malang)

Abstract, The purpose of this study is to explain the influence of store atmosphere on shopping emotion on consumers, the influence of store atmosphere on impulse buying on consumers, the effect of shopping emotion on consumers on impulse buying and the role of shopping emotion in mediating the influence of store atmosphere on impulse buying on consumers. This study is included in quantitative explanatory research because it explains the causal relationship of the store atmosphere variable to impulse buying with shopping emotions as a mediating variable. The population in this study are retail consumers in the city of Malang with a total sample of 100 respondents. The data analysis technique used in this research is path analysis. Based on the results of research and discussions that have been carried out, it can be concluded that store atmosphere has a significant effect on shopping emotion. Store atmosphere has a significant effect on impulse buying. Shopping emotion has a significant effect on impulse buying and shopping emotion is proven as an intervening variable in the relationship between store atmosphere and impulse buying