The Effect of Shopping Life Style and Positive Emotion on Buying Impulse (Case Study of the Palembang City Hypermarket)

This study aims to determine: (1) the effect of Shopping Life Style on impulse buying on customersat Palembang City Hypermarket, (2) the effect of positive emotions on Impulse buying on customers atPalembang City Hypermarket, (3) the effect of Shopping Life Style and positive emotions impulse buying forcustomers at the Palembang City Hypermarket. This study uses primary data obtained by survey methods bydistributing questionnaires that have been tested for validity and reliability. The population in this studywere customers at the Palembang City Hypermarket. The sampling technique used purposive samplingmethod with a total sample of 150 people. The data analysis technique used is path analysis. ShoppingLifeStyle has a significant effect on the Hypermarket impulse buying in Palembang. Positive emotions have asignificant effect on Impulse Buying at Hypermarket consumers in Palembang.