The research aims to analyze the influence of hedonic shopping value and shopping lifestyle against impulse buying either directly or through an intervening variable that is positive emotion. The object of this research is Matahari Department Store Yogyakarta.in this study, sample of 163 respondents were selected using purposive sampling. The data analysis technique in this study using Structural Equation Modeling (SEM) with Amos 22 software. The result of the research showed that the hedonic shopping value influences positive significant to positive emotion, shopping lifestyle influences positive significant to positive emotion, positive emotion influences positive significant to impulse buying, hedonic shopping value influences positive significant to impulse buying, shopping lifestyle influences positive significant to impulse buying, hedonic shopping value influences positive significant to impulse buying through positive emotion and shopping lifestyle influences positive significant to impulse buying through positive emotion.