Pengaruh Respon Emosional Positif Konsumen Pada Perilaku Pembelian Impulsif Dimoderasi Karakteristik Situasional

Abstract

The aim of this study is to determine the influence of environmental characteristics store (ambience, design, and social) and consumers’ positive emotional response on impulsive buying behavior, as well as the interaction situational characteristics (time availability, money availability, and  task definition) in influencing consumers’ positive emotional response on impulsive buying behavior. The sample of this research consists of 200 consumers of a supermarket in Surakarta. Convenience sampling is used to obtain the sample. Statistical by using SPSS version 21. Multiple regression analysis and hierarchical regression are used to explain the relationship between the observed variables. The study concluded that (1) the characteristics of ambient has positive effect on  consumers’ positive emotional response (2) the design characteristics has positive influence on consumers’ positive emotional response (3) social characteristics has positive effect on consumers’ positive emotional response (4) consumers’ positive emotional response has positive effect on impulsive buying behavior (5) availability of time moderates the relationship of consumers’ positive emotional response on impulsive buying behavior (6) availability of money moderates the relationship of consumers’ positive emotional response on impulsive buying behavior (7) the task definition moderates the relationship of consumers’ positive emotional response on impulsive buying behavior. 

Keywords: store environment, positive emotion, situational characteristics, impulse buying