[Penelitian ini membahas tentang pengaruh Store Environment, Impulse Buyingtendency dan Shopping Enjoyment Tendency terhadap dorongan impulse buyingdi Lawson. Penelitian ini menggunakan desain riset studi deskriptif denganmelakukan survey kepada 165 responden pengunjung Lawson yang pernahmelakukan pembelian impulsif. Desain penelitian yang digunakan adalahdeskriptif konklusif-cross sectional (single cross period). Metode pengambilansampel yang digunakan adalah teknik non-probability sampling yakniconvenience sampling. Teknik analisis data yang digunakan adalah denganmenggunakan SPSS 22 for windows untuk melakukan analisis pre test danmenggunakan Structural Equation Model (SEM) untuk main test.Hasil dari penelitian ini bahwa pertama, shopping enjoyment tendencyberpengaruh positif terhadap pembelian impulsif melalui afeksi positif dan urge.Kedua, Impulse buying tendency berpengaruh positif terhadap pembelian impulsifmelalui urge. Ketiga, Store environment perception berpengaruh positif terhadapdorongan pembelian impulsif melalui afeksi positif. Keempat, Store environmenttidak menimbulkan dorongan dalam melakukan pembelian impulsif kendatidorongan melakukan pembelian impusif itu mempengaruhi keputusan pembelianimpulsif. Kelima, Store environment tidak berpengaruh pada dorongan pembelianimpulsif melalui afeksi negatif kendati dorongan melakukan pembelian impusifitu mempengaruhi keputusan pembelian impulsif, This study discusses the influence of store environment, impulse buying tendencyand shopping enjoyment tendency to urge impulse buying at Lawson. This studyused a descriptive study research design did a survey of 165 respondents Lawsonvisitors have ever did impulse buying. The design study is conclusive descriptivecross-sectional (single cross period). The sampling method used is a nonprobabilitysampling technique which convenience sampling. The data analysistechnique used is by using SPSS 22 for windows to do the pre-test analysis andStructural Equation Model (SEM) for the main test.Results from this study that the first, shopping enjoyment tendency positive effecton impulse buying through positive affection and urge. Secondly, Impulse buyingtendency positive effect on impulse buying through urge. Third, Store environmentperception positive effect on impulse buying urge through positive affection.Fourth, Store environment is not conducive to the stimulation in making impulsebuying despite urge impulse buying that influence impulse buying decisions. Fifth,Store environment has no effect on impulse buying urge through despite thenegative affection urge impulse buying that influence impulse buying decisions.]