available at http://ejournal.unp.ac.id/students/index.php/pek/index Jurnal Ecogen Universitas Negeri Padang ISSN 2654-8429 (Online) Vol. 5 No. 3 2022 Page 437-450 437 Pengaruh Dimensi Motivasi Belanja Hedonisme Konsumen Terhadap Impulse Buying Produk Fashion Secara Onlinedi Facebook Pengaruh Dimensi Motivasi Belanja Hedonisme Konsumen Terhadap Impulse Buying Produk Fashion Secara Online pada Facebook Putri Rahayu 1 , Rose Rahmidani 2 Jurusan Pendidikan Ekonomi, Fakultas Ekonomi, Universitas Negeri Padang *Corresponding author : rose_rahmidani@fe.unp.ac.id This is an open access article distributed under the Creative Commons 4.0 Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. ©2021 by author. PENDAHULUAN Perkembangan internet sangat memberikan manfaat di kalangan masyarakat. Masyarakat sangat terbantu dengan adanya internet karena bisa mempermudah pekerjaan termasuk dalam berbisnis. Banyak pelaku bisnis memanfaatkan internet dalam memberikan layanan dan kinerjanya guna meningkatkan laba. Berdasarkan dari Katadata Insight Center (KIC), diakses 11 ARTICLE INFO ABSTRACT Received 4 September 2022 Accepted 12 Oktober 2022 Published 13 Oktober 2022 Keywords: impulse buying and hedonism shopping motivation DOI : http://dx.doi.org/10.24036/jmpe.v5i3.13723 Abstract : This study object to examine the effect of the hedonism shopping motivation dimension on impulse buying of fashion products online on Facebook in Padang City. This type of research is causative. The population in this study were women with certain criteria and had purchased fashion products without a plan on Facebook in Padang City. Samples were taken using the Cochran formula with 97 respondents and selected by purposive sampling technique. The type of data used in this study is primary data. The analytical method used is multiple regression analysis using SPSS version 21. The results of this study indicate that: 1) shopping adventures have a significant effect on impulse buying of fashion products online on Facebook in Padang City, 2) social shopping has a significant effect on impulse buying of fashion products online. online on Facebook in Padang City, 3) shopping gratification has a significant effect on impulse buying of fashion products online on Facebook in Padang City, 4) shopping ideas have a significant effect on impulse buying of fashion products online on Facebook in Padang City, 5) the role of shopping has an effect significantly to impulse buying of fashion products online on Facebook in Padang City, 6) the value of shopping has no significant effect on impulse buying of fashion products online on Facebook in Padang City.