The purpose in this research was to analyze the factors that influence impulse buying on customers Supermarketd Rita Pasaraya Supermall Purwokerto. This analysis uses the scoring method, data validity test, classic assumption test, multiple regression test, test of the coefficients of determination, t test and f test. The sampling technique used purposive sampling and used 120 of samples. From the test result is known that price discount has a significant effect on impulse buying. Meanwhile store display and bonus pack has no significant effect on impulse buying. Simultaneously the price discount, store display and bonus pack have a significant effect on impulse buying for supermarkets Rita Pasaraya Supermall Purwokerto.