THE EFFECT OF THE STORE’S ATMOSPHERE, EMOTIONAL SHOPPING, AND SHOPPING LIFESTYLE ON IMPULSE BUYING (Study on Miniso retail customers in Denpasar City)

ABSTRACT : Impulse buying a behavior of customers who make purchases spontaneously when they enter astore due to stimulation. The company strives to create a comfortable atmosphere for customers in a shoppingenvironment. One effort to be conducted is to provide a good atmosphere by designing a pleasant storeambience, creating a good emotional shopping. In addition, the shopping lifestyle of consumers also influencesimpulse buying. The purpose of this study is to explain the effect of store atmosphere, emotional shopping, andshopping lifestyle on the impulse buying of Miniso retail customers in Denpasar City. This research wasconducted in Miniso retail, Denpasar City. The sample size was taken as many as 120 respondents with aquestionnaire tool using GoogleForm. The analysis technique uses Multiple Linear Regression Analysis. Theresults showed that 1) Store atmosphere has a positive and significant effect on impulse buying, 2) Emotionalshopping has a positive and significant effect on impulse buying, 3) Shopping lifestyle has a positive andsignificant effect on impulse buying. Based on the research results, it is expected that the Miniso retail companywill always create a good store atmosphere, always build positive emotional shopping, and provide stimulationto the creation of a good shopping lifestyle so that impulse buying behavior increases.

Keywords – Store Atmosphere, Emotional Shopping, Shopping Lifestyle,dan Impulse Buying