Abstract: The purpose of this study is to analyze the direct and indirect influence of online shopping motivation (i.e hedonic and utilitarian motivation), and product browsing on impulsive buying, where product browsing as a mediation variable between online shopping motivation and impulsive buying. This study is quantitative in nature. Questionnaires were distributed to women who have purchased fashion product in social commerce i.e instagram as the target respondents. The type of research used for this study is causal research. Using a convenience sampling technique with non-probability sampling design, a total sample of 300 respondents were obtained.