Recent advances in technology have facilitated shopping activities that individuals can do directly and indirectly through e-commerce. As more and more people shop online, online shopping anomalies are causing a variety of problems. Inappropriate online shopping behavior—spending money to buy things that don't meet your needs—is known as impulse buying. Shopping can be used as a motivation to enhance self-branding and brand image, and many individuals will make unlimited purchases. This study examines the brand’s and private brand's image for impulse buying fashion products in e-commerce. is to determine the effect of labels on the sample data used in this study were collected using a targeted sampling technique, i.e., e-commerce respondents characterized by purchasing products via e-commerce with their own money with a purchase frequency of at least 2x in the last six months. Retrieved by the user. This study uses a quantitative approach with multiple linear regression analysis techniques. The results of this study show that brand image and self-branding lifestyle have a significant positive impact on impulse purchases.