The purpose of this study was to analyze the influence of Shopping Lifestyle, Fashion Involvement, Hedonic Shopping Motivation, and Sales partially and simultaneously on Impulse Buying at Matahari Department Stores. The population of this research are active students of Muhammadiyah University of Purwokerto and have shopped at Matahari Department Store Purwokerto. The sampling technique used was non-probability sampling with purposive sampling method. The number of samples is 100 respondents with several criteria that have been required. Collecting data using a questionnaire. The results of regression analysis show Shopping Lifestyle partially has a significant positive effect on Impulse Buying, Fashion Involvement partially has a significant positive effect on Impulse Buying, Hedonic Shopping Motivation partially has a significant positive effect on Impulse Buying, Simultaneously Shopping Lifestyle, Fashion Involvement, Hedonic Shopping Motivation, and Sales Promotion have an effect on Impulse Buying.