This study was aimed at analyzing the effect of Sale promotion, website quality, and positive emotion on impulsive buying among Shopee application users. The population in this study were users of the shopee application in Bogor. The purposive sampling technique was used in this study with a total of 150 respondents. The obtained data ware analyzed using the multiple linear regression analysis technique through SPSS software. This study evidenced that 1). Sales promotion negatively affects impulse buying. 2). Website quality positively affects impulse buying. 3). positive emotion positively affects impulse buying. 4). Sales promotion, website quality and positive emotion have a simultaneously affect on impulsive buying on Shopee application users.