Penelitian ini bertujuan untuk menguji pengaruh Nilai Belanja Hedonik, Gaya Hidup Berbelanja dan Emosi Positif terhadap Impulse Buying. Penelitian ini merupakan penelitian kuantitatif dengan metode survey. Sampel pada penelitian ini adalah pengunjung Ramayana Departement Store sesuai kriteria. Teknik pengambilan sampel menggunakan purposive sampling dengan responden sebanyak 280 orang. Pengukuran variabel penelitian dengan menggunakan skala Likert. Teknik pengumpulan data menggunakan kuesioner serta teknik analisis data menggunakan Path Analysis. Berdasarkan analisis Partial Least Square (smartPLS 3.0), hasil penelitian membuktikan bahwa Nilai Belanja Hedonik berpengaruh positif dan signifikan terhadap Gaya Hidup Berbelanja dan Emosi Positif, dan juga Gaya Hidup Berbelanja dan Emosi Positif berpengaruh postif dan signifikan terhadap Impulse Buying, kecuali Nilai Belanja Hedonik tidak berpengaruh signifikan terhadap impulse buying. Hal tersebut karena ada penyebab pengaruh yang sangat lemah dari Nilai belanja Hedonik dapat dianalisis karena ada faktor-faktor lain yang memberikan pengaruh yang lebih kuat dalam menimbulkan perilaku Impulse Buying. Disarankan kepada Ramayana Departement store untuk lebih cepat dalam memperbaharui produk yang ditawarkan agar konsumen semakin tertarik dalam berbelanja.

This study is aims to analyze The Influence Of Hedonic Shopping Value, Shopping Lifestyle And Positive Emotion On Impulse Buying In Ramayana Departement Store’s Costumers Tarakan. This study is a quantitative research with survey method. The sample in this study was visitors to the Ramayana Tarakan Department Store in The above criteria. The sampling technique used purposive sampling with respondents as many as 280 people. Data collection techniques using questionnaires and data analysis techniques using Path Analysis. Based on Partial Least Square analysis (smartPLS 3.0), the results of the study prove that Hedonic Value Shopping have had a positive impact and significantly to ShoppingLlifestyle and Positive Emotion also ShoppingLlifestyle and Positive Emotion have had a positive impact and significantly to Impulse Buying, except the Hedonic Shopping Value not significant impact on Impulse Buying . This is because there are causation influence very weak from The hedonic shopping value can be analyzed because there were other factors which influence More powerful in accruing behavior impulse buying. Was recommended to ramayana to more rapidly in Renewing products offered to consumers increasingly interested in a shop.