Meningkatkan Impulse Buying Melalui Positive Emotion: Studi pada Aky Boutique di Kabupaten Tangerang

This study aims to provide a new perspective on improving boutique sales, specifically AKY Boutique in Tangerang Regency, and to uncover factors influencing consumer behavior, particularly regarding Visual Merchandising (X1) and Price Discount (X2) on Impulse Buying (Y), with Positive Emotion (Z) as an intervening variable. The research method used is quantitative, employing an associative approach. The study population includes all residents of Tangerang Regency, while the sample consists of 117 respondents selected through Purposive Sampling, focusing on residents who have shopped at AKY Boutique. Data analysis was conducted using the Structural Equation Modelling (SEM) method with SmartPLS version 4.0 software. The research findings indicate that: (1) Visual Merchandising has an insignificant effect on Impulse Buying, (2) Price Discount also has an insignificant effect on Impulse Buying, (3) Visual Merchandising has a positive and significant effect on Positive Emotion, (4) Price Discount also has a positive and significant effect on Positive Emotion, (5) Positive Emotion has a positive and significant effect on Impulse Buying, (6) Positive Emotion mediates the effect of Visual Merchandising on Impulse Buying, and (7) Positive Emotion mediates the effect of Price Discount on Impulse Buying.