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The purpose of this study is to determine the impact of hedonic shopping motivation towards online impulsive buying among generation Y. For this study, researcher focus on impact of relationship between independent variables which are dimension of hedonic shopping motivation (social shopping, value shopping, adventure shopping, idea shopping and relaxation shopping) and dependent variable (online impulsive buying). Data of this study were collected from 300 respondents by using conveniencedoi:10.6007/ijarbss/v10-i3/7051 fatcat:hwcs2hvqyndtzj3zf63t2x74ty