PENGARUH POSITIVE MOOD TERHADAP IMPULSE BUYING BEHAVIOR DI SHOPEE PADA GENERASI DEWASA AWAL DI PALEMBANG SELAMA MASA PANDEMI COVID-19

This research aims to prove and analyze the effect of positive mood on impulse buying behavior at shopee in early adult generations in Palembang during the Covid-19 pandemic. The population in this study are Palembang people, with a sample of 96 people and using purposive sampling technique. The data analysis technique used in this research is simple linear regression analysis. The data collection technique used is a questionnaire instrument. The results obtained from this study are the positive mood variable has a positive and significant effect on impulse buying behavior at shopee in early adult generations in Palembang during the Covid-19 pandemic.