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

Aristha Adinegara; Wiwik Handayani; Muhadjir Anwar

doi:10.18535/ijsrm/v13i09.em07

Abstract

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.

Keywords

Store AtmosphereSales PromotionPositive EmotionImpulse Buying

References

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Utami, Christina Whidya. (2017). Manajemen Ritel: Strategi dan Implementasi Operasional Bisnis Ritel Modern di Indonesia. Jakarta: Salemba Empat.Google Scholar ↗
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Wardani, I. K., & Trihudiyatmanto, M. (2021). Emosi Positif: Dalam Hubungan Store Atmosphere terhadap Impulse Buying pada Konsumen Minimarket Pamong Siswo di Wonosobo. JRE: Jurnal Riset Entrepreneurship, 4(2), 26–36. https://doi.org/10.30587/jre.v4i2.2993DOI ↗Google Scholar ↗
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Woodworth, R. S. (1929). Psychology: A Study of Mental Life. New York: Henry Holt and Company.Google Scholar ↗

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[refR-2] Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. Englewood Cliffs, NJ: Prentice-Hall.Google Scholar ↗

[refR-3] Alfiani, N., Saputra, M. H., & Prasaja, M. G. (2024). Pengaruh Promosi Penjualan Dan Atmosfer Toko Terhadap Pembelian Impulsif Dengan Emosi Positif Sebagai Variabel Intervening (Studi Pada Konsumen Matahari Department Store Malioboro Mall). Jurnal Volatilitas, 6(4), 171-190.Google Scholar ↗

[refR-4] Arifianti, R., & Gunawan, W. (2020). Perilaku Impulse Buying dan Interaksi Sosial dalam Pembelian di Masa Pandemi. Sosioglobal: Jurnal Pemikiran dan Penelitian Sosiologi, 5(1), 44-60.Google Scholar ↗

[refR-5] Baron, R. A., Byrne, D., & Branscombe, N. R. (2016). Psikologi Sosial (Edisi 10, Jilid 2). Jakarta: ErlanggaGoogle Scholar ↗

[refR-6] Belch, G. E., & Belch, M. A. (2015). Advertising and Promotion: An Integrated Marketing Communications Perspective (10th ed.). McGraw-HilGoogle Scholar ↗

[refR-7] Berman, B., & Evans, J. R. (2018). Retail Management: A Strategic Approach (13th ed.). Pearson.Google Scholar ↗

[refR-8] Bisnis.com. (2025, Januari 21). Uniqlo Bakal Buka 4 Toko Baru di Indonesia Semester I/2025.Google Scholar ↗

[refR-9] Cahyanti, N. M. D. R., & Wardana, I. M. (2024). Peran positive emotion dalam memediasi pengaruh store atmosphere terhadap impulse buying (studi pada pelanggan gerai ritel KKV Trans Studio Mall Bali di Kota Denpasar). Jurnal Review Pendidikan dan Pengajaran, 7(3), 8591-8606.Google Scholar ↗

[refR-10] Devi, N. W. C., & Jatra, I. M. (2020). Positive Emotion Memediasi Sales Promotion dan Store Environment terhadap Impulse Buying pada Konsumen Alfamart di Kota Denpasar. E-Jurnal Manajemen, 9(5), 1942–1961. https://doi.org/10.24843/EJMUNUD.2020.v09.i05.p15DOI ↗Google Scholar ↗

[refR-11] Fast Retailing Co., Ltd. (2025). UNIQLO Business Model.Google Scholar ↗

[refR-12] Febriyanti, D., & Pantawis, S. (2023). Pengaruh Positive Emotion terhadap Impulse Buying pada Konsumen E-Commerce. Jurnal Manajemen Pemasaran, 15(1), 45-56.Google Scholar ↗

[refR-13] https://lifestyle.bisnis.com/read/20250121/104/1833509/uniqlo-bakal-buka-4-toko-baru-di-indonesia-semester-i202Google Scholar ↗

[refR-14] Jacoby, J. (2002). Stimulus–Organism–Response Reconsidered: An Evolutionary Step in Modeling (Consumer) Behavior. Journal of Consumer Psychology, 12(1), 51–57.Google Scholar ↗

[refR-15] Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education Limited.Google Scholar ↗

[refR-16] Laros, F. J. M., & Steenkamp, J. B. E. M. (2005). Emotions in consumer behavior: A hierarchical approach. Journal of Business Research, 58(10), 1437–1445.Google Scholar ↗

[refR-17] Levy, M., Weitz, B., & Grewal, D. (2018). Retailing Management (10th ed.). McGraw-Hill Education.Google Scholar ↗

[refR-18] Ma’ruf, H. (2005). Pemasaran Ritel. Jakarta: PT Gramedia Pustaka Utama.Google Scholar ↗

[refR-19] Mehrabian, A. & Russell, J. A. (1974). The Basic Emotional Impact of Environments. Perceptual and Motor Skills, 38, 283–301.Google Scholar ↗

[refR-20] Park, M., & Lennon, S. J. (2016). Brand Name and Promotion in Online Shopping Contexts. Journal of Fashion Marketing and Management, 20(1), 33–47.Google Scholar ↗

[refR-21] Prihartini, E. (2020). Pengaruh Shopping Lifestyle dan Positive Emotion Terhadap Impulse Buying (Studi Pada Konsumen UD Putra Tiga Saudara Majalengka). Entrepreneur: Jurnal Bisnis Manajemen Dan Kewirausahaan, 1(1), 14–30. https://doi.org/10.31949/entrepreneur.v1i1.877DOI ↗Google Scholar ↗

[refR-22] Putri, D. A., & Andani, A. (2023). Pengaruh Promosi Penjualan terhadap Emosi Positif dan Impulse Buying Konsumen. Jurnal Manajemen dan Bisnis Indonesia, 9(2), 112–124.Google Scholar ↗

[refR-23] Risal, M., Nadirah, A., & Ramli. (2023). The Effect of Price Discount and Store Atmosphere on Positive Emotion (Study on Alfa Midi Store in Palopo City). Kontigensi: Jurnal Ilmiah Manajemen, 11(1), 1-10. https://doi.org/10.56457/jimk.v11i1.304DOI ↗Google Scholar ↗

[refR-24] Rohadi, M., Wibowo, S. F., & Monoarfa, T. A. (2025). Pengaruh Hedonic Shopping Motivation dan Sales Promotion Terhadap Impulsive Buying Melalui Positive Emotion sebagai Variabel Mediasi pada Pengguna Tiktok Shop (Studi Kasus pada Generasi Z di Jakarta). PENG: Jurnal Ekonomi dan Manajemen, 2(2), 2775-2788. https://doi.org/10.62710/b9259570DOI ↗Google Scholar ↗

[refR-25] Salbiah, N. F. (2023). Pengaruh gaya hidup terhadap keputusan pembelian produk fashion di kalangan generasi Z. Journal of Business and Economics Research, 4(2), 87-96.Google Scholar ↗

[refR-26] Solomon, M.R., Bamossy, G., Askegaard, S., & Hogg, M.K. (2008). Consumer Behaviour: A European Perspective (4th ed.). Harlow: Prentice Hall Europe.Google Scholar ↗

[refR-27] Sumampow, K. Z., Soepeno, D., & Raintung, M. Ch. (2022). Pengaruh Fashion Involvement, Sales Promotion, dan Positive Emotion terhadap Impulse Buying pada Matahari Department Store Megamall Manado. Jurnal EMBA, 10(2), 809–819.Google Scholar ↗

[refR-28] Supriono. (2018). Pengaruh Store Atmosphere Terhadap Impulse Buying (Studi pada Pengunjung Mall di Kota Malang). Journal of Applied Business Administration, 2(1), 109-115.Google Scholar ↗

[refR-29] Utami, Christina Whidya. (2017). Manajemen Ritel: Strategi dan Implementasi Operasional Bisnis Ritel Modern di Indonesia. Jakarta: Salemba Empat.Google Scholar ↗

[refR-30] Vohs, K.D., & Faber, R.J. (2007). Spent resources: Self-regulatory resource availability affects impulse buying. Journal of Consumer Research, 33(4), 537-547.Google Scholar ↗

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[refR-32] Wibowo. (2012). Manajemen Perubahan (Edisi Ketiga). Jakarta: Raja Grafindo Persada.Google Scholar ↗

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