This research is explanatory research survey, purpose to determine theudeffect of fashion involvement, hedonic consumption tendency, positive emotionsudtowards the impulsive buying oriented fashion. This study mangambil location inudYogyakarta with a sample of 200 respondents, while the subjects of this studyudwere students.udThe data analysis technique used is simple linear regression analysis andudmultiple linear regression and hypothesis testing using the t test and F test dataudprocessing performed using SPSS version 17.0udThe test results showed that fashion involvement, hedonic consumptionudtendency, positive emotions running positive and significant effect on impulsiveudbuying. Based on the survey results revealed that consumers will feel very excitedudand satisfied during their shopping when they are able to express curiosity,udfulfilling the need for a new experience, and a sense that they are exploring a newudworld to be able to encouragement for consumer shopping motivation to fulfilludtheir desires as an emotional experience in the shopping center fashion thatudultimately lead to impulsive buying behavior
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