摘要：Happiness is an ideal condition needed by everyone. In the real life, happiness comes not only
from the harmony in the home but also from the exciting environment or atmosphere outside the
home, such as impulse buying. When someone makes impulse buying, she could feel the happiness
because she gets something she wants. This means that when someone makes a purchase, she will
experience happiness. This study aimed to examine the variables that affect impulse buying which
may also affect the happiness. It is assumed that the experience and the pleasant shopping atmosphere
affect the impulse buying and, as a result, the impulse buying affects happiness. The samples
in this study were 150 women making purchases of fashion products at malls in Surabaya. The
hypothesis testing was conducted by using Structural Equation Modelling. The test results indicated
the hypothesis 1 stating that the experiential marketing influenced the impulse buying and
hypothesis 2 stating that the shopping enjoyment affected the impulse buying were accepted. Further,
hypothesis 3 were also accepted, stating that the impulse buying influenced happiness.
