This study aims to analyze store atmosphere and sales promotion to impulsive purchasing with positive emotion as intervening variable Centro Lifestyle Departement Store Ambarrokmo Plaza Yogyakarta .. This research uses 200 samples with nonprobability sampling sampling method and using judgmental sampling technique. Analyzer used in this research is Srtuctural Equation Modeling (SEM) by using program of AMOS Version 22.0. Based on the analysis that has been done, the results obtained that the store atmosphere has a significant positive effect on positive emotions. Sales promotion has a significant positive effect on positive emotions. Store atmosphere has a positive and significant impact on impulsive purchases. Sales promotion has a significant positive effect on impulsive purchases. Positive emotions have a significant positive effect on impulsive purchases. Store atmosphere has a significant effect on impulsive purchases mediated by positive emotions. Sales promotion has a significant positive effect on impulsive purchases that are mediated by positive emotions.