摘要：Purpose: This study focuses on identifying aspects that can influence the behavior of consumers who make purchases at thematic cafes in Malang. This study uses a thematic store atmosphere as an independent variable, impulse buying behavior as a dependent variable, as well as positive emotion and impulse buying tendency as mediating variables. Design / Method / Approach: Quantitative approaches and explanatory research are used in this study. The respondents in this study were consumers who had visited the thematic cafe in Malang city, and a purposive sampling technique with a total sample of 200 respondents was used to determine the number of samples. The data collection method used a questionnaire, and the data were analyzed by PLS-SEM. Findings: The findings of this study indicate that the thematic store atmosphere does not have a significant effect on impulse buying behavior. Meanwhile, positive emotion and impulse buying tendency were able to perfectly mediate the relationship between the thematic store atmosphere and impulse buying behavior. Practical Implications: A thematic cafe with an atmosphere designed according to the concept of a theme that is carried out very well can produce feelings of pleasure, excitement or comfort so that consumers feel like exploring or enjoying the atmosphere of the cafe so as to encourage unplanned purchases. Originality / Value: The thematic store atmosphere is based on the thematic cafe trend in the city of Malang. The researcher also tries to make this research more comprehensive by examining the relationship between an impulse buying tendency and positive emotion both of which are mediating variables. Paper type: Empirical
