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The retail industry has increased from year to year. Although many online stores are emerging now, the growth of modern retailers has experienced positive growth. In Karawang District there are currently 4 large supermarkets, are Carrefour, Giant, Transmart and Superindo, with an average of 1,000 people per day. Thus needs to be a study of how consumers make purchasing decisions in these supermarkets. In this study, researchers were interested in researching impulsive purchases, especially those related to the store atmosphere that was displayed and the sales promotion carried out given the tight competition among existing supermarkets. The samples taken in this study were 258 respondents using the Slovin formula with an error rate of 5%. The analysis tool use path analysis to determine the direct and indirect effects of the variables studied. The results showed that there was a direct effect of store atmosphere on impulsive purchases of 26.8% while the indirect effect of store atmosphere on impulsive purchases was 15.9%. The direct effect of sales promotions on impulsive purchases is 23.7% while the indirect effect of sales promotions on impulsive purchases is 15.9%. The effect of store atmosphere together and sales promotion on impulsive purchases is 82.6%. Hypothesis testing shows positive and significant results. This means store atmosphere and sales promotions toward impulsive purchases.