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

Kadek Lindi Dewani Larasati, Ni Nyoman Kerti Yasa

Abstract


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.

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price discount; positive emotion; impulse buying

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DOI: http://dx.doi.org/10.46827/ejmms.v6i2.1009

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