PENGARUH VISUAL MERCHANDISING DAN SHOPPING LIFESTYLE TERHADAP PEMBELIAN IMPULSIF MELALUI EMOSI POSITIF SEBAGAI VARIABEL INTERVENING (STUDI PADA PELANGGAN FLASH SALE SHOPEE)

This study aims to analyze the impact of visual merchandising and shopping lifestyle on impulse buying toward positive emotion as an intervening variable. The object on this study is Shopee aplication. The subjects in this study were Muhammadiyah University students who have made purchases at Shopee aplication at least once. This study used a sample of 120 respondents who were determined by non- probability sampling with a purposive sampling method. This study uses Structural Equation Modeling (SEM) analysis tools run through the AMOS 22 program. The results of this study indicate that visual merchandising variable has an positive and significant ef ect on positive emotion. Shopping lifestyle variable has an positive and significant ef ect on positive emotion. Visual merchandising variable has an positive and significant ef ect on impulse buying. Shopping lifestyle has an positive and significant ef ect on impulse buying. Positive emotion variable has an positive and significant ef ect on impulse buying. Visual merchandising variable has an positive and significant ef ect on impulse buying toward positive emotion as an intervening variable. Shopping lifestyle variable has an positive and significant ef ect on impulse buying toward positive emotion as an intervening variable.