The Role of Positive Emotion in Mediating the Effect of Sales Promotion towards Impulse Buying

ABSTRACT:The purpose of this study was to determine the role of positive emotions in mediating the effect of sales promotion towards impulse buying on consumers of The Little Things She Needs in Denpasar City. The population in this study were all people in the city of Denpasar who had bought The Little Things She Needs product. The number of samples used was 120 respondents with purposive sampling method. Data collection was carried out using a questionnaire method which was distributed by google form. The data analysis technique used is path analysis to analyze the pattern of relationships between variables and using the Sobel test to determine the role of the mediating variable. The results show that sales promotion has a positive and significant effect on impulse buying, sales promotion has a positive and significant effect on positive emotions, positive emotions have a positive and significant effect on impulse buying, and positive emotions have a positive and significant effect on mediating the effect of sales promotions on impulse buying.
KEYWORDS:sales promotion, positive emotion, impulse buying