PENINGKATAN IMPULSIF BUYING BERBASIS POSITIVE EMOTION, SHOPPING LIFE STYLE DAN HEDONIC MOTIVATION

This study aimed to analyze the increase in impulse buying based on positive emotion, life style
and hedonic shopping motive in Paragon Mall Semarang The study population was a visitor
Paragon Mall Semarang. The sampling technique uses accidental sampling technique, which is
a technique of making it by chance encountered and suitable for research, obtained the number
of samples of 100 people. Analysis tools is the path analysis, which previously tested the
validity and reliability as well as the classical assumption. The results showed that the hedonic
motive significantly affect life style shopping. Hedonic motive has a significant positive effect on
impulse buying. Possitive emotion has a significant influence on impulse buying. Shopping life
style has a possitive influence significantly to impulse buying. Possitive emotion to become an
intervening variable between hedonic motive and impulse buying. Shopping life style to become
an intervening variable between hedonic motive against impulse buying.

Keywords: Hedonic motive, possitive emotion, life style shopping, impulse buying.