The purpose of this research is to analyze the effect of promotion, shopping lifestyle, and fashion involvement on impulse buying at Rita Supermall Purwokerto. The population of this study were University Muhammadiyah of Purwokerto Students who had done impulse buying at Rita Supermall Purwokerto. The sampling technique uses a non-probability sampling technique with a purposive sampling method. The number of samples is 110 respondents with several criteria that have been required. Data collection using a questionnaire. The results of the regression analysis show that promotion, shopping lifestyle, and fashion involvement simultaneously influence impulse buying. Promotion partially has a significant positive effect on impulse buying. Shopping lifestyle partially has a significant positive effect on impulse buying. Fashion involvement partially has a significant positive effect on impulse buying.