The Role of Positive Emotion in Mediating the Effect of Price Perception on Impulse Buying : A Study on Circle K Customers in Denpasar City

I Gede Penta Kusuma Mustika ; Ni Made Asti Aksari
International Journal of Management and Strategic... 📅 2025 Vol 2, No 4 🔗 DOI: 10.61132/greeninflation.v2i4.608
Abstract
The rapid growth of modern retail competition requires companies to understand key drivers of consumer purchasing behavior, particularly impulse buying. This study examines the influence of price perception on impulse buying, with positive emotion as the mediating variable. Data were collected from 100 Circle K customers in Denpasar City using a purposive sampling method. Responses were collected through questionnaires and analyzed using Path Analysis and Sobel Test. The findings show that price perception has a positive and significant effect on impulse buying and positive emotion, and positive emotion has a positive and significant effect on impulse buying. Further, positive emotion is a significant mediator in the relationship between price perception and impulse buying. These findings support Cognitive Appraisal Theory, suggesting that favorable price perceptions of sales promotions can evoke positive emotional responses, which in turn encourage impulse buying behavior among Circle K customers in Denpasar City.
Keywords
Impulse Buying; Mediating Variable; Positive Emotion; Price Perception; Sobel Test
How to Cite

I Gede Penta Kusuma Mustika & Ni Made Asti Aksari (2025). The Role of Positive Emotion in Mediating the Effect of Price Perception on Impulse Buying : A Study on Circle K Customers in Denpasar City. International Journal of Management and Strategic Business Leadership, 2(4). https://doi.org/10.61132/greeninflation.v2i4.608

I Gede Penta Kusuma Mustika; Ni Made Asti Aksari, "The Role of Positive Emotion in Mediating the Effect of Price Perception on Impulse Buying : A Study on Circle K Customers in Denpasar City," International Journal of Management and Strategic Business Leadership, vol. 2, no. 4, 2025.

I Gede Penta Kusuma Mustika; Ni Made Asti Aksari. "The Role of Positive Emotion in Mediating the Effect of Price Perception on Impulse Buying : A Study on Circle K Customers in Denpasar City." International Journal of Management and Strategic Business Leadership, vol. 2, no. 4, 2025.

I Gede Penta Kusuma Mustika; Ni Made Asti Aksari. "The Role of Positive Emotion in Mediating the Effect of Price Perception on Impulse Buying : A Study on Circle K Customers in Denpasar City." International Journal of Management and Strategic Business Leadership 2, no. 4 (2025).

I Gede Penta Kusuma Mustika & Ni Made Asti Aksari (2025) 'The Role of Positive Emotion in Mediating the Effect of Price Perception on Impulse Buying : A Study on Circle K Customers in Denpasar City', International Journal of Management and Strategic Business Leadership, 2(4). doi: 10.61132/greeninflation.v2i4.608.

I Gede Penta Kusuma Mustika; Ni Made Asti Aksari. The Role of Positive Emotion in Mediating the Effect of Price Perception on Impulse Buying : A Study on Circle K Customers in Denpasar City. International Journal of Management and Strategic Business Leadership. 2025;2(4).

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