This study investigates the influence of discount price, perceived hedonistic shopping motivation, and shopping lifestyle on impulse buying behavior at TikTok Shop. A purposive sampling technique was employed, involving 80 respondents who had shopped on TikTok Shop. Data was collected through a previously validated questionnaire and tested for reliability using Cronbach’s Alpha. The data was analyzed using multiple linear regression through SPSS version 27. The results show that price discounts and hedonistic shopping motivation do not significantly affect impulse buying behavior. However, a shopping lifestyle positively and substantially affects impulse buying behavior. These findings indicate that a shopping lifestyle is more dominant in driving unplanned purchases than discounts or emotional motivations.