This research investigated the relationship between website quality (functional convenience and representational delight) to consumer online impulse buying with positive emotion as mediating variable, in brief, how functional convenience and representational delight on the website could affect visitors’ emotion positively, that led into impulse buying. This research was tested on 388 respondents through an online questionnaire. The research scope was several discount group sites in Indonesia. Respondents were Indonesians that once shopped at that discount group. This research used SEM-PLS method with the assistance of SmartPLS v3.2.6 software as a calculation tool. The result of this research showed there was a positive and significant effect from Functional Convenience and Representational Delight on Impulse Buying, either simultaneously or partially through Positive Emotional Affect as a mediating variable.