The Role Of Brand Image As Mediation In The Effect Of Store Atmosphere On Impulse Buying (Study On Beachwalk Shopping Center Customers)

ABSTRACT: The purpose of this study was to examine the influence of store atmosphere on impulse buyingthrough brand image as a mediator. The variables studied were store atmosphere, brand image, and impulsebuying. The number of samples is 100 Beachwalk Shopping Center customers who live in Denpasar with apurposive sampling method which has the criteria of Shopping at Beachwalk in the last 6 months before March2020, and the last high school education. Data were obtained by distributing questionnaires. The analysistechnique applied was the path analysis test and Sobel test. According to the hypothesis test, it was found that thestore atmosphere and brand image positively and significantly affect the impulse buying of Beachwalk customers.Brand image can greatly mediate the impact of store atmosphere on Beachwalk customers’ impulse buying andbrand image as a partial mediation component so it can illustrate that store atmosphere and brand image arevariablesthat affect Beachwalk customers’ impulse buying. This provesthat the store atmosphere and brand imageaffect the impulse buying of Beachwalk customers. A positive store atmosphere is needed to increase brand imageand impulse buying, so it is advisable for companies to keep the store atmosphere positive.

Keywords: Store Atmosphere, Brand Image, Impulse Buying