This study aims to analyze the effect of discount prices, positive emotions and situational factors on impulse buying at the Ramayana Department Store Banyuwangi. The population in this study were all buyers who made purchases at the Ramayana Department Store Banyuwangi which during the period of the last year of January to June 2019 amounted to approximately 87,050 visitors. Determination of the sample using the Slovin formula with an error rate of 10% obtained a sample of 100 visitors who became respondents. Validity and reliability tests are used to test research instruments in the form of questionnaires. Data analysis uses multiple linear regression. The results showed that the discount price did not significantly influence the impulse buying. Positive emotions have a significant effect on impulse buying. Situational factors do not significantly influence impulse buying.