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Abstract:
Internet development has a significant influence on online retail sales. Indonesia's e-Commerce transaction value experienced a very significant surge, where in 2014 amounting to Rp. 25.1 trillion rose to 144.1 trillion in 2018 (up by 474.10%). Beside that competition between retailers is getting tougher, which requires every retailer to try to maintain and even win competition between retailers, one of which is understanding consumer behavior. This study is to determine the impulse buying behavior of consumers shopping online, promotion, hedonic shopping value and store atmosphere on impulse buying which is mediated by positive emotions. The design used is explanatory research and analyzed using path analysis. The primary data used as many as 161 respondents were collected by google form using the purposive sampling method. The results show that positive emotions have a significant effect on impulse buying, promotion has direct influence on impulse buying, but does not significantly influence through positive emotions. Hedonic shoping value does not have a significant effect on impulse buying either directly or through positive emotions as mediation, while store atmosphere has an direct influence on impulse buying, but its influence is not significant if mediated by positive emotions. Keywords: Impulse Buying, promotion, hedonic shopping value, store atmosphere.
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