THE ROLE OF POSITIVE EMOTION MEDIATES FASHION INVOLVEMENT ON IMPULSE BUYING

ABSTRACT : This study aims to determine how the positive emotion mediates fashion involvement onimpulse buying for the consumer product fashion H & M Mall Bali. The population in this study are all peoplewho have made a purchased fashion products at H & M Mall Bali Galeria. The sampling method used in thisstudy is purposive sampling technique by considering the criteria set by the researchers. Methods of datacollection in this study was a questionnaire online through a google form Samples were selected in this studywere 108 respondents. Data were analyzed using path analysis techniques. The results showed that the fashioninvolvement and significant positive effect on positive emotion, Positive emotion has a positive and significantimpact on impulse buying. Fashion involvement positive and significant impact on impulse buying. Positiveemotion mediate the effect of involvement on impulse buying fashion at H & M Mall Bali Galeria. The resultsof this research can be used to enrich the reference and knowledge relating to variable fashion involvement,positive emotion and impulse buying.

KEYWORDS: Fashion involvement, Positive emotion, impulse buying