Impulsive Buying Behavior has been an interesting phenomenon in Indonesia especially due to the rise of e-commerce platforms and social media. This study aims to understand factors influencing impulsive buying behavior in the case of fashion industry in Indonesia. There are six independent variables proposed in this study. Data were taken from 120 respondents and analyzed using multiple regression. The results show that advanced marketing techniques, use of credit cards, easy access and convenience, and shipping and refund costs show significant influence on impulsive buying behavior. On the other hand, inability to activate the five senses and social media use do not show significant effect on impulsive buying behavior. These results provide insights for fashion brands and marketers in crafting their marketing strategies. It is important for brands to upgrade themselves using advance marketing techniques such as emotional storytelling, marketing analytics, loss aversion messaging and so on. They should also accommodate various financing options especially partnering with banks and allowing credit card transactions. This study hopes to help brands utilize the phenomenon of impulsive buying behavior responsibly.