This study aims to analyze the influence of store environments, sales promotion of positive emotions and impulse buying. The independent variables in this study are store environment and sales promotion, positive emotions as mediation variables, and impulse buying as dependent variables. The object used in this research is Carrefour Ambarukmo Plaza Yogyakarta. The sample of this study amounted to 159 respondents selected by using purposive sampling method. Data analysis technique used in this research by using Structural Equation Modeling (SEM) with the help of AMOS 21. Analysis of instrument quality test data in this research using validity test, reliability test, and normality test. The result of the research shows that store environment has positive positively significant to positive emotion, sales promotion positively significant to positive emotion, store environment have positively significant effect to unplanned purchases, sales promotion has no significant effect on unplanned purchases, positive emotion has no significant effect against unplanned purchases, store environments positively significant impact on unplanned purchases mediated by positive emotions and sales promotions positively significant impact on unplanned purchases mediated by positive emotions.