This study aims to analyze the Effect of Hedonic Motives and Shopping Style on Positive Emotions, Positive Emotions on Impulsive Purchases, Hedonic Motives and Shopping Style on Impulsive Purchases and the indirect relationship between Hedonic Motives and Shopping Style on Impulsive Purchases mediated by Positive Emotions. The subject of this research is the Online Survey of Shopee Application Special Region of Yogyakarta that has made purchases more than three times. The sample in this study amounted to 150 respondents who were determined by purposive sampling. Analysis tool used Structural Equation Modeling (SEM) Based on the analysis, the results obtained that the Hedonic Motive and Shopping Style have a positive and significant effect on Positive Emotions, Positive Emotions have a positive and significant effect on Impulsive Purchases, Hedonic Motives and Shopping Style have a positive and significant effect on Impulsive Purchases, And the indirect relationship between Hedonic Motive and Style Shopping has a positive and significant effect on Impulsive Purchases mediated by Positive Emotions.