Pengaruh Hedonic Shopping Motivation Dan Visual Merchandising Terhadap Impuls…

ABSTRACT This study aims to analyze the influence of Hedonic Shopping Motivation and Visual Merchandising on Impulsive Buying through Positive Emotions as a mediating variable among consumers of OH! SOME store in Pekanbaru City. The research background is based on the phenomenon of the increasing trend of impulsive shopping among modern retail consumers as well as inconsistent findings fr…