The Influence of Hedonic Motivation, Store Atmosphere and Positive Emotion on Consumer Impulse Buying
DOI:
https://doi.org/10.59890/ijels.v3i1.94Keywords:
Influence, Hedonic, AtmosphereAbstract
This study aims to determine the effect of hedonic motivation, store atmosphere and positive emotion on consumer impulse buying. This study is a quantitative study with a survey method. The population in this study were consumers of the Nako Kuntum coffee cafe who had made at least one purchase. The results of this study indicate that: (1) Hedonic Motivation does not have a positive effect on impulse buying. (2) Store atmosphere does not have a positive effect on impulse buying. (3) Positive emotion has a positive effect on impulse buying.
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