THE ROLE OF POSITIVE EMOTION IN MEDIATING THE EFFECT OF PRICE DISCOUNT ON IMPULSE BUYING INDOMARET CUSTOMERS IN DENPASAR CITY, INDONESIA

The purpose of this study is to explain the role of positive emotion in mediating the effect of price discounts on impulse buying. This research was conducted in Denpasar City with 110 respondents as a sample through purposive sampling method with adjusted criteria. Price discount has a positive and significant effect on impulse buying. Price discount has a positive and significant effect on positive emotion. Positive emotion has a positive and significant effect on impulse buying. Positive emotion can act as a significant mediating variable between the effect of price discounts on impulse buying. The results of this study indicate that in increasing impulse buying. Indomaret minimarket management is expected to always provide promotional strategies in the form of discount prices to touch consumers' hearts and create positive emotions when shopping.


Introduction
Various business entrepreneurs have begun to evolve in providing good products and services for consumers (Saputro, 2019). This is evidenced by the variety of types of businesses, from small to large ones, one of which is the retail business. At present, modern retailers dominate the market more, because modern retail types have their own charm through the conveniences offered to customers (Wiratama et al., 2017). One of the modern retailers that is experiencing rapid growth in Indonesia today is a mini-market with a franchise and franchise concept (Yudhi et al., 2017). Minimarket is an aggressive type of market (Arofah, 2017). In the modern retail industry in Indonesia, especially in on impulse buying, d) to explain the role of positive emotion in mediating the effect of price discount on impulse buying.

Figure 1: Conceptual Framework
Impulse buying is a condition when consumers experience a sudden desire because there is a specific stimulus while shopping (Wu et al., 2016). In-store stimulus that influences impulsive buying, namely discounting. Discounts are an extra incentive to foster consumer desire for impulse buying (Saputro, 2019). Research conducted by Muruganatham & Ravi (2013), Nabilah (2017), and Maharani (2018) states that the price discount variable has a positive and significant effect on impulsive buying decisions. H1: Price discount has a positive and significant effect on impulse buying. Discount prices are a price-based sales promotion strategy where customers are offered the same product at a reduced price (Gumilang and Nurcahya, 2016). The existence of sales promotions can have an impact on emotions in the form of positive emotions on consumers (Kotler & Keller, 2016). Research conducted by Kurniawan and Kunto (2013), Kurniawati andRestuti (2014), Fhad (2015), Akyuz (2018), and Idris (2018) stated that promotion has a positive and significant effect on positive emotions which are elements of promotion that is the price discount.
H2: Price discount has a positive and significant effect on positive emotion. Baron et al. (2006) assume that positive emotion when shopping includes feelings of satisfaction, comfort, interest and enthusiasm. The positive emotions felt by consumers will encourage them to acquire a product immediately without any planning that knows it (Nindyakirana and Maftukhah, 2016). Research conducted by Putra and Sukawati (2015), Kwan (2016), Permatasari et al. (2017), Kinasih (2018), Febrianty and Yasa (2020) which state that positive emotion has a positive and significant effect on impulse buying. H3: Positive emotion has a positive and significant effect on impulse buying. Positive emotion mediation variable is said to significantly mediate the relationship between the price discount variable and impulse buying. This research is in line with the results of research conducted by Beatty (in Park et al., 2006), Kurniawan and Kunto (2013), Nindyakirana and Maftukhah (2016), Maulana (2018), Negara and Kusumadewi (2018) which resulted in significant emotional positivity in shopping can be a significant mediator in encouraging impulse buying. In-store sales promotions can raise a good mood when consumers make purchases (Chih Yi and Chien Ping, 2016). H4: Positive emotion plays a significant role in mediating the effect of price discounts on impulse buying.

Research Methods
This research is associative in the form of a cause and effect relationship to determine the effect or relationship between the independent and dependent variables. The research location is in the city of Denpasar, especially Indomaret minimarket consumers. The population is all Indomaret consumers in Denpasar City which are unlimited. This study used a sample of 110 people with a non-probability sampling method with purposive sampling technique. The purposive sampling criteria specified in this study are: the respondents are residents of Denpasar City, has made purchases at least once a month in the last six months in Indomaret, and has taken high school education. The data collection technique uses a questionnaire, which is distributed online via Google Form. There are 11 indicators and each statement item is measured using a Likert scale. The data obtained in the field were analyzed using descriptive statistics in the form of frequency distribution to present the characteristics of respondents, path analysis techniques with the development of the application of mediating variables, classical assumption tests and single-test used to test the formulated hypothesis.

Result and Discussion
Profiles of 110 respondents are presented in general with several characteristics including gender, age, latest education, occupation and monthly income or allowance.   Table 2 shows that there were 59 female respondents, and 51 male respondents. The age range 18-28 years dominated the filling of the questionnaire by 79.1%. 74.5% of respondents are people who have attended at least high school or equivalent. Respondents in this study work as students on average with a percentage of 69.1%. Grouping of respondents based on monthly income shows that 65.5% earn> Rp. 2,000,000. Validity testing is conducted to determine whether the questionnaire used is valid or not. Reliability testing means that the instrument has consistency in measuring the research variables.  Table 3 shows that all instruments have a Pearson Correlation greater than 0.30, so all instruments used in this study are valid.  Table 4 shows that all instruments have a Cronbach's Alpha value greater than 0.6, so all instruments used in this study are reliable or have consistency in measuring the research variables. Price discount is an independent variable, measured using three indicators that correspond to the 5-point Likert scale. Table 5 shows that the average price discount score is in the high category of 3.99, which means the respondent's assessment of the price discount at Indomaret is good.  Positive emotion is the dependent variable, measured using four indicators that correspond to the 5-point Likert scale. Table 6 shows that the average positive emotion score is in the high category of 4.10, which means that positive emotion is created when consumers shop at Indomaret. Impulse buying is the dependent variable, measured using four indicators that correspond to the 5-point Likert scale. Table 7 shows that the average impulse buying score is included in the high category of 3.55, which means that most respondents think that impulse buying occurs when shopping at Indomaret. Reporting the results of path analysis of the regression equation 1: The magnitude of the influence of the independent variables on the dependent variable as indicated by the total determination value (R square) of 0.330 means that 33 percent of the variation in positive emotion is influenced by variations in price discounts.   The amount of the indirect effect coefficient is calculated by multiplying the path coefficient from the variable X to M by the path coefficient from M to Y of 0.574 x 0.311 = 0.178.    Price discount and positive emotion show a tolerance value for each variable greater than 10 percent and VIF value less than 10, which means that the regression equation model is free of multicollinearity.  The significance value of the price discount variable is 0.892> 0.05, which means that there is no influence between the independent variables on the absolute residual. So that the model that is made does not contain symptoms of heteroscedasticity. The significance value of the price discount variable is 0.637 and positive emotion 0.149. This value is greater than 0.05, which means that there is no influence between the independent variables on absolute residuals. So that the model made does not contain heteroscedasticity symptoms.  Table 9 shows that testing the H1 hypothesis indicates a relationship between price discount and impulse buying which is shown in the path coefficient value of 0.372 with a significance level of 0.000 <0.05, which means that the price discount has a positive and significant effect on impulse buying. This study supports the results of previous studies conducted by Muruganantham & Ravi (2013);Nabilah (2017); Maharani (2018) and Saputro (2019) which state that price discounts are able to positively and significantly influence impulsive buying decisions.  Table 8 shows that testing the H2 hypothesis indicates a relationship between price discount and positive emotion which is shown in the path coefficient value of 0.574 with a significance level of 0.000 <0.05, which means that the price discount has a positive and significant effect on positive emotion. This study supports the results of previous studies conducted by Kurniawan and Kunto (2013); Kurniawati and Restuti (2014); Fhad (2015), Akyuz (2018), and Idris (2018) which state that price discounts can affect positive emotion positively and significantly. Table 9 shows that testing the hypothesis H3 indicates a relationship between positive emotion and impulse buying which is shown in the path coefficient value of 0.311 with a significance level of 0.001 <0.05, which means that positive emotion has a positive and significant effect on impulse buying. This study supports the results of previous studies conducted by Putra and Sukawati (2015); Kwan (2016); Permatasari et al. (2017); Kinasih (2018), Febrianty and Yasa (2020) state that positive emotion is able to influence impulsive purchasing decisions positively and significantly.
Based on the results of the sobel test on hypothesis testing H4 indicates a relationship between price discount and impulse buying through positive emotion as indicated by the Z test value of 2.089 (> 1.96), which means that positive emotion is able to mediate the effect of price discount on impulse buying. so that the hypothesis H4 can be accepted. This study supports the results of previous studies conducted by Kurniawan and Kunto, (2013); Nindyakirana and Maftukhah (2016); Maulana (2018); Negara and Kusumadewi (2018) which state that positive emotions in shopping in a positive and significant manner can be a significant mediator in encouraging impulse buying.

Conclusion
The conclusions of this study are: 1) Price Discount has a positive and significant effect on impulse buying. These results indicate that the more frequently discounted price promos are carried out, the higher the intensity of a person to make impulsive purchases, 2) Price Discount has a positive and significant effect on positive emotion. These results indicate that the more frequently discounted prices are offered, the more positive the emotions of consumers when shopping, 3) Positive emotion has a positive and significant effect on impulse buying. These results indicate that the more positive emotions that are felt when shopping, the higher the impulse buying from consumers, 4) Positive emotion is significantly able to mediate the effect of price discounts on impulse buying. These results indicate that the more frequently discounted prices are offered, the more positive one's emotions are in shopping and can increase impulse buying. The results of this study indicate that in increasing impulse buying, the Indomaret minimarket management is expected to always provide promotional strategies in the form of discount prices to touch consumers' hearts and create positive emotions when shopping. There are some limitations in this study, namely that it was only conducted in Denpasar City so that it cannot be generalized. An environment that always experiences dynamic changes may