The Effect of Price Discounts, Bonus Packs, and Store Atmosphere on Impulse Buying through Positive Emotion Mediation in Retail Consumers

This study aims to analyze the influence of price discounts, bonus packs, and store atmosphere on impulse buying with positive emotions as mediators in Alfamart consumers. The study used a quantitative method with purposive sampling on 120 consumers of Alfamart Raya Dukuhwaluh. The data were analyzed using SEM-PLS to test the relationships between variables. The results showed that the three independent variables had a positive and significant effect on positive emotion. Towards impulse buying, price discounts have a negative and insignificant effect, bonus packs have a positive and significant effect, while store atmosphere has a positive but insignificant effect. Positive emotions have a positive and significant effect on impulse buying and mediate the influence of the three independent variables. These findings confirm the key role of positive emotions in encouraging impulsive shopping behaviors and supporting effective marketing strategies.