Analysis of Positive Emotion Mediation Between Store Atmosphere, Sales Promotion, and Impulse Buying at Uniqlo Surabaya Outlets

This study aims to analyze the role of positive emotions in mediating the influence of store atmosphere and sales promotion on impulsive buying behavior for Uniqlo products in Surabaya City. This study is driven by the phenomenon of high impulse buying in the fashion retail sector, particularly for the Uniqlo brand, which is influenced by various psychological, personal, social, and cultural factors. This study also focuses on the importance of store atmosphere and sales promotions in creating a memorable shopping experience and driving spontaneous consumer purchase intentions. The study employed a quantitative methodology, gathering data from 232 respondents who shop at Uniqlo in Surabaya using questionnaires.. The Partial Least Squares (PLS) approach was employed for data analysis to examine the direct and mediated associations among variables, namely store atmosphere, sales promotion, positive emotion, and impulse buying. Instrument validity and reliability tests were also performed to ensure the accuracy of variable measurement in this research model. The research findings imply that store atmosphere and sales promotion have a significant positive impact on positive emotion. Store atmosphere also sales promotion are also proven to have a direct positive impact on impulse buying. Additionally, positive emotion acts as a significant mediator, enhancing the impact of both store atmosphere and sales promotion on impulse buying inside Uniqlo clientele in Surabaya. This finding confirms the importance of store atmosphere management and effective promotional strategies in creating a positive emotional experience that drives impulsive buying behavior in the fashion retail environment.