This research aims to determine the effect of Visual Merchandising, Sales Promotion, Hedonic Shopping Motives towards Impulse Buying with Positive Emotion as an intervention variable at Matahari Department Store Purwokerto.
The sample used in this research is 125 consumers. Purposive sampling technique and data obtained from respondents with research instruments using questionnaires. Data analysis used multiple linear regression and Sobel test.
The results showed that Visual Merchandising had a significant positive effect on Positive Emotion, Sales Promotion and Hedonic Shopping Motives had no significant positive effect on Positive Emotion. Visual Merchandising, Sales Promotion, Hedonic Shopping Motives have no significant positive effect on Impulse Buying, Positive Emotion has a significant positive effect on Impulse Buying. Visual Merchandising has a significant positive effect on Impulse Buying through Positive Emitons and Sales Promotion and Hedonic Shopping Motives have no significant positive effect on Impulse Buying through Positive Emotion.