Jurnal Penelitian Ilmu Manajemen (JPIM) https://jurnalekonomi.unisla.ac.id/index.php/jpim e-ISSN 2621-881X p-ISSN 2502-3780 Volume 8 No. 2 Juni 2023 http://dx.doi.org/10.30736%2Fjpim.v1i2.28 283 THE ROLE OF POSITIVE EMOTION AS A MEDIATOR OF SHOPPING LIFESTYLE AND HEDONIC SHOPPING MOTIVATION TOWARDS IMPULSE BUYING AT TIKTOK SHOP (Case on TikTok Shop Customers) Tatu Nur Ajizah 1 , Arief Teguh Nugroho 2 1 Pelita Bangsa University, tatunrajizah@mhs.pelitabangsa.ac.id 2 Pelita Bangsa University, ariefteguhnugroho@pelitabangsa.ac.id Keywords : Abstract Positive Emotion, Shopping Lifestyle, Hedonic Shopping Motivation, and Impulse Buying Consumer impulsivity is one of the reasons for impulse purchases. A purchase decision made on the spur of the moment without prior forethought is called an impulse buy, and it can happen to consumers who shop physically as well as those who shop online or through social media. In the TikTok Store, this study intends to explore the function of positive emotion as a mediator of shopping habits and hedonic shopping motivation for impulsive purchases. A total of 138 respondents were included in the quantitative research model employed for this study. SmartPLS 3.2.9 data processing software was used to process the research, and a Google Form was used to collect the data INTRODUCTION The fourth industrial revolution has accelerated technological developments that can cause a transformation in people's behavior in buying and selling activities. This development brings changes to people's behavior because previously when buying and selling activities were carried out directly coming to the store, now with the development in the era of revolution 4.0 people can carry out buying and selling activities only through smartphones because in it there is a combination of digital- based technology (Rizkiyah et al., 2021). The development of technology and human insight, the birth of e-commerce which began to expand its business by innovating shopping features that are now widely used by sellers and buyers, this is called social commerce (Oktania and Indarwati, 2022). Social commerce is the