PENGARUH ATMOSPHERE TOKO DAN PRICE DISCOUNT TERHADAP IMPULSE BUYING YANG DIMEDIASI OLEH EMOTIONAL SHOPPING DI TOKO JOLIE YOGYAKARTA (STUDI PADA PELANGGAN JOLIE ACC YOGYAKARTA)

This study aims to analyze the store atmosphere and price discounts on impulse buying mediated by emotional shopping studies at the Jolie ACC Store in Yogyakarta. This study used 147 samples with non-probability sampling method. The analytical tool used in this research is Srtructural Equation Modeling (SEM) using AMOS software Version 22.0. Based on the analysis that has been done, the results obtained that the store atmosphere has a significant positive effect on emotional shopping. Price Discount has a significant positive effect on emotional shopping. Store atmosphere has a significant positive effect on impulse buying. Price discount has a significant positive effect on impulse buying. Emotional shopping has a significant positive effect on impulse buying. Store atmosphere has no significant positive effect on impulse buying mediated by emotional shopping. Price discount does not have a significant positive effect on impulse buying mediated by emotional shopping.