The Effect of Store Atmosphere on Impulse Buying and Positive Emotion as Intervening Variables at H&M Samarinda Stores

The purpose of this study is to analyze and prove the influence Store Atmosphere on impulse buying, positive emotions, emotions in mediating Atmosphere. against buying. This research was conducted at H&M Samarinda. design uses an explanatory approach. type quantitative. population are consumers who have made a purchase Samples were taken as many 130 people with non-probability sampling method, namely by using snowball technique. Data collected through distribution questionnaires. data analysis technique used SEM PLS (Partial Least Square) help Smart software. results showed that had significant effect impulsive also obtained between