Main Article Content
This paper aims to explore the process by which four store environment (music, light,
employee, and layout) and two individual characteristics (shopping enjoyment tendency
(SET) and impulse buying tendency (IBT)) influence impulse buying behavior through
positive and negative affect, and urge to buy impulsively.The use of these variables
based on the results of previous studies. The data used in this study are primary data.
The research data was obtained by distributing questionnaires to 100 respondents from
the University of Trisakti. Samper retrieval techniques in this study using purposive
sampling. Data analysis tool used is Structural Equation Model (SEM) with AMOS 6.0.
Hypothesis testing results show that there are significant Stores environment perception
of the Positive Affect. Then there is the influence of the Urge Store environtment
perception. And then there is a significant relationship between enjoyment Shopping
tendency towards Positive Affect. Then there is no significant influence of Negative Affect
on Urge. Furthermore, a significant difference between the Positive Affect on Urge, and
a significant difference between the Urge to Impulse buying. Expected in future studies
can increase the number of independent variables that also can affect Impulse buying.
Keywords: Store Environment Tendency, Shopping Enjoyment Tendency, Negative Affect,
Positive Affect, Urge, Impulse Buying.
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