How Store Environment and Sales Promotion Influence Positive Emotions and Unplanned Purchases

Abstract

This study investigates how store environments and sales promotion affect positive emotions and unplanned purchases. Store environment and sales promotion are the independent variables that affect positive emotions as the mediating one. The predictor variable is unplanned purchases. The setting of the study is a global hypermarket. The sample size is 159 respondents, selected by using the purposive sampling method. The data analysis technique utilized in this research was Structural Equation Modeling (SEM), with AMOS 21. The instrument testing is employing validity, reliability, and normality test. The research results revealed that the store environment and sales promotion positively and significantly affected positive emotion. The store environment had a significant positive effect on unplanned purchases. However, sales promotion had no significant impact on unplanned purchases. Additionally, positive emotion significantly influenced unplanned purchases. Meanwhile, store environments and sales promotions had no significant influence on unplanned purchases mediated by positive emotions.

How Does Positive Emotion Mediate the Effect of the Store Environment on Impulse Buying?: A Case of Modern Retail in Malang Indonesia

“…This indicates that on these criteria female respondents feel more positive emotions (positive emotion) when they are in retail store X in Malang City because female consumers feel a good and comfortable store atmosphere caused by supporting store environment factors such as neat product layout, good lighting, service friendly saleswoman, making consumers feel at home lingering in the store. These results are in line with research from [13][14][15].…”

“…This proves that the higher the level of the store environment can increase impulse buying. This is in line with research from [13] and [18] which states that store nuances created by store owners to provide information to consumers and create feelings and emotions to increase the opportunity for purchase by consumers in their stores. It can be concluded that the X retail store in Malang City also regulates the atmosphere of the store environment as comfortable as possible and in accordance with the concept of the target market, namely people who come to shopping centers to do windows shopping to feel at home and linger in the store and can cause positive consumer emotions in shopping.…”

“…According to [12] in the store environment there are three basic components, namely ambient factors, design factors, social factors. [13] shows that the store environment positively and significantly affects positive emotion. This research shows that the store environment involves affection in the form of positive emotion when shopping in the store.…”