American Journal of Humanities and Social Sciences Research (AJHSSR) 2020 AJHSSR Journal Page | 38 American Journal of Humanities and Social Sciences Research (AJHSSR) e-ISSN:2378-703X Volume-4, Issue-11, pp-38-48 www.ajhssr.com Research Paper Open Access THE EFFECT OF THE STORE’S ATMOSPHERE, EMOTIONAL SHOPPING, AND SHOPPING LIFESTYLE ON IMPULSE BUYING (Study on Miniso retail customers in Denpasar City) Putu Ayu Trisna Febrianty 1 ,Ni Nyoman Kerti Yasa 2 1,2 Faculty of Economics and Business, Udayana University (Unud), Bali, Indonesia ABSTRACT : Impulse buying a behavior of customers who make purchases spontaneously when they enter a store due to stimulation. The company strives to create a comfortable atmosphere for customers in a shopping environment. One effort to be conducted is to provide a good atmosphere by designing a pleasant store ambience, creating a good emotional shopping. In addition, the shopping lifestyle of consumers also influences impulse buying. The purpose of this study is to explain the effect of store atmosphere, emotional shopping, and shopping lifestyle on the impulse buying of Miniso retail customers in Denpasar City. This research was conducted in Miniso retail, Denpasar City. The sample size was taken as many as 120 respondents with a questionnaire tool using GoogleForm. The analysis technique uses Multiple Linear Regression Analysis. The results showed that 1) Store atmosphere has a positive and significant effect on impulse buying, 2) Emotional shopping has a positive and significant effect on impulse buying, 3) Shopping lifestyle has a positive and significant effect on impulse buying. Based on the research results, it is expected that the Miniso retail company will always create a good store atmosphere, always build positive emotional shopping, and provide stimulation to the creation of a good shopping lifestyle so that impulse buying behavior increases. Keywords - Store Atmosphere, Emotional Shopping, Shopping Lifestyle,dan Impulse Buying I. INTRODUCTION Community needs are increasing and varying throughoutthe times. Information received causes people to feel that a product is needed so that the desire continues to increase and vary. Based on data from the Bali Provincial Statistics Agency, in 2018 household consumption expenditure has increased by 5.52 percent from 2017 then in 2019 it has increased again by 0.45 percent. This high household consumption expenditure provides opportunities for businesses, it is proven that retail sales growth in 2019 has experienced a positive movement, namely an increase of 10.10 percent from 2018 (cnbcindonesia.com). The main business actors in the retail sector are currently trying to pamper customers so that customers carry out purchasing activities. Today's customers are spoiled by offers, convenience and product information. Various facilities available with the shopping concept of one stop shopping can generate interest from customers who only initially want to have recreation and are ultimately motivated to shop (Setiadi and Warmika, 2015). When at the mall, consumers who initially want to spend time unwinding, turn into unplanned shopping activities or impulse buying (Cakraningrat and Ardani, 2016). Customers usually pay attention to matters related to added value to their convenience in doing shopping activities considering that shopping is a recreational activity as well as fulfilling a variety of needs in one location (Dewi and Giantari, 2015). Impulse buying often occurs at retail outlets, one of which is the Miniso retail. According to a pre-survey of 15 respondents, there were 12 respondents who stated that they had made impulse buying at Miniso retail. Miniso retail provides a variety of customer needs ranging from household appliances, accessories to electronic products. Miniso retail seeks to influence consumers by creating a