The Effect of Shopping Lifestyle, Fashion Involvement and Sales Promotion on Positive Emotions

. The purpose of this study was to determine the effect of Shopping Lifestyle, Fashion Involvement and Sales Promotion on Impulse Buying with Positive Emotion as an Intervening Variable in the Consumer of Bukalapak Online Shop in Bekasi. Data collection techniques with distributing questionnaires based on The maximum likelihood estimation (MLE) technique is 150 respondents. At the analysis stage, analysis of the validity and reliability test, normality test, Analysis of Structural Equation Model (SEM), Validity Test of Convergence, and Model Causality Test. The results showed thatShopping Lifestyle for Positive Emotion, Sales Promotion for Positive Emotion, Positive Emotion for Impulse Buying, Shopping Lifestyle for Impulse Buying through Positive Emotion and Sales Promotion for Impulse Buying through Positive Emotion are influential in this study. Meanwhile, the variable Fashion Involvement on Positive Emotion and Fashion Involvement on Impulse Buying through Positive Emotion had no effect in this study.