Adinegara, Aristha (2025) PERAN EMOSI POSITIF DALAM MEMEDIASI PENGARUH ATMOSFER TOKO DAN PROMOSI PENJUALAN TERHADAP PEMBELIAN IMPULSIF PADA PRODUK UNIQLO DI KOTA SURABAYA. Masters thesis, UPN VETERAN Jawa Timur.
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Abstract
This study aims to analyze the role of positive emotions in mediating the influence of store atmospheres and sales promotions on impulsive buying behavior for Uniqlo products in Surabaya. This research is motivated by the phenomenon of high impulse buying in the fashion retail sector, particularly for the Uniqlo brand, which is influenced by various psychological, personal, social, and cultural factors. This study also focuses on the importance of store atmosphere and sales promotions in creating a memorable shopping experience and spontaneously driving consumer purchase intent. The research method used is a quantitative approach with data collection through questionnaires administered to 232 respondents who are Uniqlo customers in Surabaya. Data analysis was conducted using the Partial Least Squares (PLS) method to examine the direct and mediating relationships between variables, namely store atmosphere, sales promotion, positive emotion, and impulse buying. Instrument validity and reliability tests were also performed to ensure the accuracy of variable measurement in this research model. The research results indicate that store atmosphere and sales promotion contribute positively to positive emotion. Store atmosphere and sales promotion are also proven to have a direct impact on impulse buying. Additionally, positive emotion plays an important mediating role, strengthening the influence of both store atmosphere and sales promotion on impulse buying among Uniqlo consumers in Surabaya. This finding confirms the importance of store atmosphere management and effective promotional strategies in creating a positive emotional experience that drives impulsive buying behavior in the fashion retail environment.
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HG Finance > HG4001-4285 Finance management. Business finance. Corporation finance |
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| Divisions: | Faculty of Economic and Business > Magister Management | ||||||||||||
| Depositing User: | Mr Aristha Adinegara | ||||||||||||
| Date Deposited: | 10 Sep 2025 02:36 | ||||||||||||
| Last Modified: | 10 Sep 2025 02:36 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/42166 |
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