Shopping is the activity that everyone can enjoy. The trend in the community built effects that the student at university want to have and wear a good stuff. When they see something attractive, they will buy because they a perspective that the stuff is good. The purpose of this study is to determine the effect hedonism, fashion involvement, and emotional gratification toward impulse buying.
The object of this research is a retail shop, The Goods Dept. The data in this study were collected by distributing questionnaires to consumers who have purchased anything at The Goods Dept. This research is descriptive quantitative research with 125 respondents were collected by convenience sampling method.
Results of this study indicate there are two variables that proved significant and supported by data, 1) hedonism positive effect to impulse buying, 2) fashion involvement positive effect to impulse buying. Then, there is one variable is not significant and is not supported by the data, that is emotional gratification to impulse buying.
Keywords: Hedonism, Fashion Involvement, Emotional Gratification, Impulse Buying.