This study tries to determine what factors causing consumers to do impulse buying. This study uses 4 independent variables, that are store environment (X1), positive emotions (X2), personal selling sklill (X3), in store promotion (X4), and impulse buying as the dependent variable (Y). After doing a literature review, and preparing the hypothesis, the data were collected through a questionnaire distributed to 200 people in the Carrefour shoppers of Semarang city, which has made an impulse buying with purposive sampling. Tthe analyes of the data processing are done by using SEM with AMOS program . Based on the results of the analysis conducted, it shows that, the four independent variables significantly influence the dependent. Store environment variable has positive effect of 0.209 with significance level 0.002, positive emotions variable has positive effect of 0.320 with a significance level 0.000, the personal selling skill variable has a positive effect of 0.248 with a significance level of 0.003, and in store promotion variable has positive effect of 0.549 with a significance level of 0.002.  Key words : impulse buying, positive emotion,personal selling skill , in store promotion
