This research is explanatory research survey, purpose to determine the effect of
fashion involvement, hedonic consumption tendency, positive emotions towards the impulsive
buying oriented fashion. This study mangambil location in Yogyakarta with a sample of 200
respondents, while the subjects of this study were students.
The data analysis technique used is simple linear regression analysis and multiple
linear regression and hypothesis testing using the t test and F test data processing performed
using SPSS version 17.0
The test results showed that fashion involvement, hedonic consumption tendency,
positive emotions running positive and significant effect on impulsive buying. Based on the
survey results revealed that consumers will feel very excited and satisfied during their
shopping when they are able to express curiosity, fulfilling the need for a new experience,
and a sense that they are exploring a new world to be able to encouragement for consumer
shopping motivation to fulfill their desires as an emotional experience in the shopping center
fashion that ultimately lead to impulsive buying behavior.