Non-aeronautical business is becoming more important and crucial source of revenue and profit for Soekarno Hatta international Airport (CGK) to develop. Understanding the passenger behavior in the airport, especially shopping behavior is needed. With the unique condition of airport, the objective of the research is to understand the effect of hedonic and utilitarian shopping value to impulsive buying behavior of passenger in the airport. Apart from that,the moderated effect of digital airport experience is also proposed to examine, which believe psychologically will encourage the desire to shop. Using non probability purposive sampling technique, 150 respondent is collected with the following criteria was a passenger of airlines in the CGK airport and having a transaction in the CGK airport. A structural equation model is adopted to measure the relationship between all the variables. The study found that hedonic and utilitarian shopping value in the airport have significant relationship with the passenger buying intention. The higher passenger buying intention that affected by hedonic ant utilitarian shopping value, the higher passenger impulsive buying activities will be. However, digital airport experience, as one of development focus of CGK airport, does not have significantly relationship as a moderator variable with passenger impulsive buying. Hence, develop impulsive marketing strategy in CGK airport, is essential to boost the performance and profitability of non-aeronautical business.