Effect of Brand Image, Fashion Involvement, Hedonic Value on Impulse Buying with Positive Emotion as Intervening Variables in Department Stores

The purpose of this study was to determine the effect of Brand Image, Fashion Involvement, Hedonic Value on Impulse Buying with Positive Emotion as an Intervening Variable at Ramayana Bungurasih Sidoarjo. The approach used in this research is quantitative by distributing questionnaires to 100 respondents. the sampling technique used is purposive sampling. data analysis technique using PLS SEM assisted by Smart PLS version 3.0 . program. The results of this study state that Brand Image has a significant effect on Impulse Buying, Fashion Involvement has a significant effect on Impulse Buying, Hedonic Value has a significant effect on Impulse Buying, Brand Image has a significant effect on Positive Emotion, Fashion Involvement has a significant effect on Positive Emotion, Hedonic Value has a significant effect on Positive Emotion, Positive Emotion has a significant effect on Impulse Buying, Brand Image has a significant effect on Impulse Buying mediated by Positive Emotion, Fashion Involvement has a significant effect on Impulse Buying mediated by Positive Emotion, Hedonic Value has a significant effect on Impulse Buying mediated by Positive Emotion.