Aditya Herdiyan Putra 10216209 4EA12S KBM VCLASS 5 Jurnal 1: IMPACT OF STORE ENVIRONMENT ON IMPULSE BUYING BEHAVIOR . Variabel Independent : 1. Shopping Enjoymment Tendency 2. Store Environment Perception 3. Impulse Buying Tendency Variabel dependent : Impulse Buying Variabel Intervening : - Variabel Moderating : Positive and Negative affect and urge to buy impulsively. Alat Análisis : Structural Equation Modeling (SEM) Kesimpulan : Result also showed that the personality variables (SET and IBT) influenced IB through positive affect and urge. Model Penelitian yang diusulkan: Hipotesis yang diusulkan: H1 : Higher evaluations of store environment lead to higher levels of positive affect. H2 : Lower evaluations of store environment lead to higher levels of negative affect. H3 : Higher evaluations of store environment lead to higher levels of urge to buy impulsively. H4 : Higher levels of shopping enjoyment tendency
