This research baims tob deter mine bandbexplain:-the effect of variable store atmosphere to ahed on shopping value; the influence of variable store atmosphere to, impulse buying; thein fluence of a variable hedonic shopping value to impulS buying. This type of research is explanatory research with quantitative approach. Their participantsi of this research are the consumer of Matahari Department Store Malang Town Square. The total sample 116 respondent take purposive sampling and for collecting by using question air. Analysis of the data used descriptive analysis and path analysis.The result of path analysis is how edit hat: store atmosphere significantly in fluencey only shopping value to 692 store atmosphere significant in fluence on impulse buying to 248; hedonici shopping value significant in fluence on impulse buying to y0,602. Based on these result, it should be Matahari Department Store Malang Town Square Management to asustain and enhance the store atmosphere indicators that have been rate well the consumer. This can be done by keeping the existing facilities, adding lamenities, check period call land mediate repair if found damage.