<![CDATA[AbstractThis research is conducted to find out the effect of shopping enjoyment tendency, person?s situation, store environment, motivational activities by retailers, and product attributes toward the impulse buying in CV. Arli Singkawang. The method used in this research is associative, and the technique of data collecting used is questionaire. The population in this research is the all consumers that shop in CV. Arli Singkawang with 100 respondents. The sampling used in this research is non probability sampling accidental sampling and the tool is multiple regression analysis.The result of the data analysis shows that person?s situation, motivational activities by retailers, and product attributes significantly affect the impulse buying, while shopping enjoyment tendency and store environment does not significantly affect the impulse buying. 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