This study aims to analyze the influence shopping lifestyle and fashion involvement on impulse buying by e-commerce Lazada costumer in Yogyakarta. the subject in this study is collage student who have been shopping for fashion products especially clothing in Lazada at least 1 time in the last 3months. In this study, sample of 95 respondents were selected using purposive sampling. Analysis tool used in this study is the multiple linier regression analysis (SPSS). Based on the analysis that have been made the results are shopping lifestyle and fashion involvement significantly influence impulse buying.