The aim of this research isexplains the role of positive emotion in mediating sales promotion on impulse buying in e- commerce for shopee consumers in Denpasar city. The population of this study is Shopee consumers in Denpasar City whose exact number is unknown (Infinite). The number of samples used in this study were 120 respondents, taken by purposive sampling technique. The data collection method used a questionnaire which was distributed online via google form. The data analysis technique used was Structural Equation Modeling based on Partial Least Square (SEM-PLS). The results of the analysis show that positive emotion is able to strengthen the influence of sales promotion on impulse buying. This research is expected to provide relevant and useful input for companies related to efforts to improve company performance.