Proceedings of the International Joint Conference on Arts and Humanities 2024 (IJCAH 2024)

<Previous Article In Volume
Next Article In Volume>

The Effect of Price Discount and Store Atmosphere on Impulse Buying Mediated by Positive Emotion and Moderated by Ease of Payment in the Context of Sustainable Retail at Shopping Centres in Yogyakarta City

Authors
Agung Utama1, *, Hafizh Fitrianna1, Arif Wibowo1
1Universitas Negeri Yogyakarta, Yogyakarta, 55281, Indonesia
*Corresponding author. Email: agung_utama@uny.ac.id
Corresponding Author
Agung Utama
Available Online 13 February 2025.
DOI
10.2991/978-2-38476-317-7_135How to use a DOI?
Keywords
Impulse Buying; Price Discount; Store Atmosphere; Positive Emotion; Ease of Payment
Abstract

This study aims to determine the effect of price discounts and store atmosphere on spontaneous purchases made by consumers, which are mediated by positive consumer feelings and moderated by the ease of payment at shopping centers in the city of Yogyakarta. The subjects studied were consumers/visitors to shopping centers in Yogyakarta. Data collection was carried out using a closed-ended questionnaire. The research data were analyzed using factor analysis techniques to test validity and reliability, then hypothesis testing using Partial Least Square-Structural Equation Modelling (PLS-SEM) analysis. The results found that Price discounts and store atmosphere positively influence Positive Emotion. Store atmosphere and ease of payment also positively influence impulse buying. However, price discounts hurt impulse buying variables for consumers of shopping centers in Yogyakarta. Further research results show that the ease of payment variable has a positive influence in moderating price discounts on impulse buying. Meanwhile, the ease of payment variable has a negative influence in moderating the store atmosphere on impulse buying.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the International Joint Conference on Arts and Humanities 2024 (IJCAH 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
13 February 2025
ISBN
978-2-38476-317-7
ISSN
2352-5398
DOI
10.2991/978-2-38476-317-7_135How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Agung Utama
AU  - Hafizh Fitrianna
AU  - Arif Wibowo
PY  - 2025
DA  - 2025/02/13
TI  - The Effect of Price Discount and Store Atmosphere on Impulse Buying Mediated by Positive Emotion and Moderated by Ease of Payment in the Context of Sustainable Retail at Shopping Centres in Yogyakarta City
BT  - Proceedings of the International Joint Conference on Arts and Humanities 2024 (IJCAH 2024)
PB  - Atlantis Press
SP  - 1398
EP  - 1411
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-317-7_135
DO  - 10.2991/978-2-38476-317-7_135
ID  - Utama2025
ER  -