This study aims to determine (1) internal factors that have a significant effect on impulsive buying behavior (2) external factors that have a significant effect on impulsive buying behavior (3) the coefficient of determination of internal and external factors that have a significant effect on impulsive buying behavior. The research method used is descriptive with quantitative form. The data sources of this research are students who live in Rusunawa Untan. The data collection tool in this study used a questionnaire. The results showed that internal factors (mood, gender, age and hedonic nature) partially or simultaneously influence the impulsive buying of students at Rusunawa Untan, while external factors (price, size, packaging, ease of use, product display, advertising and promotion) only have a simultaneous effect and have no partial effect. The coefficient of determination (R2) has a value of 0.257, meaning that internal factors and external factors significantly influence the impulsive buying of students at Rusunawa Untan while the rest is influenced by other variables outside the model used in this study.
