THE INFLUENCE OF STORE ATMOSPHERE AND SALES PROMOTION ON IMPULSE BUYING MEDIATED BY POSITIVE EMOTIONS (A STUDY AT DISTRO IN PALU)

This research aims to determine and analyze the influence of store atmosphere, sales promotions, positive emotions and impulse buying. The tyoe of the research is explanatory research (showing the relationship between variables). The population in this research were all consumers who had carried out impulse buying at Distro in Palu. Analysis instrument used Partial Least Square (PLS) with a total sample of 100 respondents. Data collection used questionnaire.    The results show that (1) Store atmosphere has a positive and significant influence on impulse buying at Distro in Palu, (2) Sales promotion has a positive and significant influence on impulse buying at Distro in Palu, (3) Positive emotions have  positive and significant influence on impulse buying at Distro in Palu, (4) Store atmosphere has positive and significant influence on impulse buying through positive emotions at Distro in Palu, (5) and sales promotion has a positive and significant influence on impulse buying through positive emotions at Distro in Palu