This study aims to determine the effect of positive emotion, shopping lifestyle and fashion involvement on consumer impulse buying of clothing products at Matahari Department Store Madiun. This type of research uses quantitative methods. The population in this study were all consumers who had made a purchase at Matahari Department Store Madiun, while the sample in this study was 100 people who were taken using the accidental sampling technique. Data collection techniques using a questionnaire. The data analysis method in this study used multiple linear regression analysis with SPSS statistical tools. The results showed that positive emotions, shopping lifestyle and fashion involvement positively and significantly influenced impulse buying.