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The purpose of this study is (1) to determine whether or not the influence of product assortment partially to impulse buying on consumers panda box tunjungan plaza Surabaya (2) to determine whether or not the influence of product display partially to impulse buying on consumers panda box tunjungan plaza Surabaya (3) to determine whether or not the influence of product assortment and product display together to impulse buying on consumers panda box tunjungan plaza Surabaya. This research uses quantitative research methods with the type of associative research. Data collection was obtained from respondents using a questionnaire. The sample in this study were 50 people using purposive sampling method. Data analysis techniques used multiple linear regression analysis, T test, F test and R2 test. The result of the research showed that there was an influence between product assortment and product display to impulse buying on consumers panda box tunjungan plaza surabaya either individually or together. The influence of product assortment and product display to im[ulse buying is 17,6%. While the rest 82,4% influenced by other variables not examined in this study. Keywords :Product Assortment, Product Display, Impulse Buying.