Peran Emotional Response dalam Hubungan Price Discount, Store Atmosphere, dan Shopping Emotion terhadap Impulse Buying: Studi pada Konsumen Matahari Department Store Pekalongan

Arif Hadi Prasetyo ; Rengga Kusuma Putra ; Nunung Wulan Sari ; Siti Masrokhah ; Ahmad Arif
Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirau... 📅 2025 Vol 3, No 6 🔗 DOI: 10.61132/maeswara.v3i6.2422
Abstract
This study aims to analyze the role of emotional response in the relationship between price discounts, store atmosphere, and shopping emotions on impulse buying among Matahari Department Store Pekalongan consumers. This study used a quantitative method with an accidental sampling technique on 100 respondents. Data analysis was conducted through instrument testing, classical assumption testing, hypothesis testing (t-test), path analysis, and the Sobel test. The results showed that price discounts had a significant effect on impulse buying. Store atmosphere was also proven to have a significant effect on impulse buying. Furthermore, shopping emotions had a significant effect on impulse buying. In addition, emotional response had a significant effect on impulse buying and was proven to mediate the influence of price discounts, store atmosphere, and shopping emotions on impulse buying. This study provides important insights for marketers, especially in designing marketing strategies that prioritize the influence of consumer emotional factors in driving impulsive behavior. By considering these factors, companies can be more effective in increasing sales through setting price discounts, store atmosphere, and utilizing consumer emotions positively.
Keywords
Emotional Response; Impulse Buying; Price Discount; Shopping Emotion; Store Atmosphere
How to Cite

Arif Hadi Prasetyo, et al. (2025). Peran Emotional Response dalam Hubungan Price Discount, Store Atmosphere, dan Shopping Emotion terhadap Impulse Buying: Studi pada Konsumen Matahari Department Store Pekalongan. Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan, 3(6). https://doi.org/10.61132/maeswara.v3i6.2422

Arif Hadi Prasetyo; Rengga Kusuma Putra; Nunung Wulan Sari; Siti Masrokhah; Ahmad Arif, "Peran Emotional Response dalam Hubungan Price Discount, Store Atmosphere, dan Shopping Emotion terhadap Impulse Buying: Studi pada Konsumen Matahari Department Store Pekalongan," Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan, vol. 3, no. 6, 2025.

Arif Hadi Prasetyo; Rengga Kusuma Putra; Nunung Wulan Sari; Siti Masrokhah; Ahmad Arif. "Peran Emotional Response dalam Hubungan Price Discount, Store Atmosphere, dan Shopping Emotion terhadap Impulse Buying: Studi pada Konsumen Matahari Department Store Pekalongan." Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan, vol. 3, no. 6, 2025.

Arif Hadi Prasetyo; Rengga Kusuma Putra; Nunung Wulan Sari; Siti Masrokhah; Ahmad Arif. "Peran Emotional Response dalam Hubungan Price Discount, Store Atmosphere, dan Shopping Emotion terhadap Impulse Buying: Studi pada Konsumen Matahari Department Store Pekalongan." Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan 3, no. 6 (2025).

Arif Hadi Prasetyo, et al. (2025) 'Peran Emotional Response dalam Hubungan Price Discount, Store Atmosphere, dan Shopping Emotion terhadap Impulse Buying: Studi pada Konsumen Matahari Department Store Pekalongan', Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan, 3(6). doi: 10.61132/maeswara.v3i6.2422.

Arif Hadi Prasetyo; Rengga Kusuma Putra; Nunung Wulan Sari; Siti Masrokhah; Ahmad Arif. Peran Emotional Response dalam Hubungan Price Discount, Store Atmosphere, dan Shopping Emotion terhadap Impulse Buying: Studi pada Konsumen Matahari Department Store Pekalongan. Maeswara : Jurnal Riset Ilmu Manajemen dan Kewirausahaan. 2025;3(6).

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