Quantitative analysis reveals significant impacts of store atmosphere and sales promotion on impulse buying in Uniqlo Surabaya, highlighting positive emotion's mediating role.
Key Points
Positive emotions significantly mediate the relationship between store atmosphere and impulse buying.
Sales promotion directly enhances impulse buying among Uniqlo customers in Surabaya.
Store atmosphere positively influences both positive emotions and impulse buying behavior.
Quantitative analysis based on 232 respondents validates the model's reliability and accuracy.