The purpose of this research was to determined the effect of price discount,
positive emotion, store atmosphere, and hedonic shopping value. The sample
selection in this research was carried out by purposive sampling. Based on the
criteria, 111 respondents were sampled. The data analysis techniques used in this
research are instrument test, descriptive statistics, classical assumption test,
multiple regression analysis, and hypothesis testing. The results showed that
partially the price discount had no significant effect on impulse buying, positive
emotion had no significant effect on impulse buying, store atmosphere had a
negative and insignificant effect on impulse buying, and hedonic shopping value
had a positive and significant effect on impulse buying. Price discount, positive
emotion, store atmosphere, and hedonic shopping value simultaneously have a
significant effect on consumer impulse buying.