The research aims to analyze the influence of store atmosphere, shopping lifestyle, availability of time of emotional response and impulse buying. The independent variables in this study is store atmosphere, shopping lifestyle and availability of time with emotional response as mediation variable and impulse buying as dependent variable. The object in this study is Jolie Jogja Wirobrajan in Yogyakarta. In this study sample of 125 respondent were select using purposive sampling. The data analysis technique in this study using Structural Equation Modeling (SEM) with AMOS 22 software. The result of the research showed that the store atmosphere infulences positive significant to emotional response, shopping lifestyle infulences positive significant to emotional response, availability of time infulences positive significant to emotional response, emotional response influences positive significant to impulse buying, store atmosphere infulences positive significant to impulse buying mediated by emotional response, shopping lifestyle infulences positive significant to impulse buying mediated by emotional response, availability of time infulences positive significant to impulse buying mediated by emotional response.