The development of the internet encourages the emergence of online stores in Indonesia. The presence of an online store brings a new phenomenon or lifestyle among the public in buying fashion products, namely by shopping online. The public conducts online shopping to meet the needs of finding variations (variety seeking) and the motivation of hedonic shopping (hedonic shopping motivation) that can cause impulse buying of fashion products at online stores. This study aims to determine and analyze the effect of the dimensions of hedonic shopping motivation and variety seeking on impulse buying fashion products in online stores. The population of this study is consumers who have shopped for online fashion products, and the number of samples used is 150 respondents. Data collection methods by distributing online questionnaires. Data processing techniques use SPSS 25 software and the Likert scale on the questionnaire. The data analysis used is multiple linear regression analysis. From the study results, it is known simultaneously that the dimensions of hedonic shopping motivation and variety seeking affect impulse buying. Partially the dimensions of Hedonic Shopping Motivation, namely Value Shopping, Relaxation Shopping, and variable variety seeking, affect impulse buying, while the dimensions of hedonic shopping motivation are adventure shopping, idea shopping, and social shopping, which have no effect on impulse buying Keywords: Hedonic Shopping Motivation Variety Seeking Impulse Buying.