This study has the objective to test stimulus which is given from store environment and store social factor toward impulse buying tendency mediated by positive emotion of consumers at Matahari departement store in  Ambon City. This study is an explanatory research. Population of this study is consumers who shops in Matahari Department Store in Ambon City. With respondent for 128 people, sampling determination is using purposive sampling method. Data analysis technique in this study is using path analysis. Result of the analysis showed that there are direct effects from physical environment and social aspect of the store toward consumer’s positive emotion and toward impulse buying tendency. Result of this study also revealed that there are direct effects of consumer’s positive emotion toward impulse buying tendency and indirect effects of store’s environment stimulus and store’s social factor toward impulse buying tendency mediated by consumer’s positive emotion.

Research is a descriptive study with survey method. It is titled with “The Analysis of The Elements of Citra Hand Body Lotion’s Brand Equity (A Survey over The Female Students of Faculty of Economic, Malang University of Muhammadiyah).The objective of research is to understand the customer’s awareness rate on Citra Hand Body Lotion, to acknowledge what attributes are related to Citra Hand Body Lotion which are associated with the brand image, to examine the customer’s perceived quality of Citra Hand Body Lotion, and to observed the customer loyalty rate of Citra Hand Body Lotion. It is indicated that top of mind for Citra Hand Body Lotion’s is counted for 89 or 89 %. Result of brand loyalty variable shows that respondent may be classified as switcher. Cochran Test determines that the association which is producing the brand image of Citra Hand Body Lotion is the attribute of softening and humidifying benefits. Result of the analysis of importance-performance diagram insists that the indicator to protect skin from UV ray can be entered to Quadrant I meaning that it has high importance but with low performance of Citra Hand Body Lotion.

This research aims to describe and analyze the effects of the role conflict, the intrinsic motivation and an excessive workload to burnout and satisfaction level of college lecturers who concurrent structural position at Private-Owned University (PTS) in islands of Ambon. The result of hypothesis testing through confirmatory factor analysis and path analysis shows that intrinsic motivation and work overload are proven to significantly affect burnout level, and intrinsic motivation, role conflict and burnout are proven to significantly affect job satisfaction level.