<em><span>Consumer decision in purchasing product generally depend on his/her needs. The impulsive buying as the purchasing activity, in contrast, was based on the emotional encouragement. In the other hand, customer got pleasant experiences after purchasing that product spontaneously. That is a hedonic value which is customer circumstances encouraging buying decision. This study objectives were to know whether the servicescape and reference group could be determinant factors of hedonic value and impulsive buying activity in Plaza Asia Tasikmalaya. This study was quantitative research approach, a statistical data based, with survey method. The data collected was by fulfiling questionnaire by respondent with convenience sampling technique, a type of non-probability sampling method, which was taken from a group of people easy to contact or reach. The literature studies also applied to enrich the explanation of the variables analyzed. The sample size was 255 visitors of Plaza Asia Tasikmalaya, which was counted by 15 times of the number of observed variables. Then, the data was analyzed using the Structural Equation Modeling (SEM) technique to know the influence between variables directly and indirectly. This analysis technique was many advantages, were analyzing not only the latent variables but also its observed variables. The analysis was including normality testing, goodness of fit analysis. The result indicated that the servicescape and reference group had an effects significantly to hedonic value and had implication on impulse buying partially and simultaneously.</span></em>