Determinants of impulse buying behavior: The mediating role of positive emotions of minimarket retail consumers in Indonesia

Impulse buying is characterized by quick and unplanned purchasing decisions often triggered by perceived necessity or attractive offers. Minimarkets operate on a smaller scale than hypermarkets and supermarkets but significantly influence consumer behavior, mainly because they use various promotional strategies. This study aims to determine the effect of price discounts and store atmosphere on impulse buying behavior through positive emotions. This study was conducted in Medan, North Sumatra, Indonesia, using a non -probability sampling approach; an online questionnaire was used to collect data from 180 participants through Google Forms. The data were analyzed using structural equation modeling (SEM) and partial least square (PLS) estimation methods. The results showed that price discounts and store atmosphere significantly affect positive emotions and impulse buying ( p < 0.05). Positive emotions significantly affect impulse buying ( p < 0.05). In addition, price discounts and store atmosphere affect impulse buying through positive emotions ( p < 0.05). This study uncovers the complex mechanisms underlying consumer responses in the convenience store landscape, providing important insights for retailers and marketers in navigating the evolving retail terrain.