This study aims to determine the effect of Hedonic Consumption variable on the Positive Emotion variable; to determine the effect of Hedonic Consumption variable on the Impulsive Buying variable; to determine the effect of Positive Emotion on the Impulsive Buying variable.This research used explanatory research with a quantitative approach. The amount of the sample is 116 respondents. That is the consumer who does impulsive purchases on fashion product at Malang Town Square. Data collection methods used in this research was a questionnaire. Data analysis using descriptive analysis and path analysis.The result of this research showed that: Hedonic Consumption variable has significant affect to the Positive Emotion variable, Hedonic Consumption variable has significant affect to the Impulsive Buying variable, Positive Emotion variable has significant affect to the Impulsive Buying variable. from the result of this research, The shop owner is expected to be more initiative to provide various fashion products that follow the trend. The shop owner should be up to date with the newest product. Beside that, the shop owner should makes the atmosphere in the store as comfortable. So, it can spark impulsive buying of the consumen.