Normal buying behavior these days is not absolute, sometimes consumers do not plan what they will buy when shopping. This should be a concern for producers and retailers to increase the volume of sales and profits. Alfamart is a minimarket retail concept which is available in almost every region in Indonesia. The purpose of this study is to determine the effect of variables in store stimuli and sales person on impulsive buying consumers on Alfamart area district of Ngaliyan Semarang. The number of samples is 100 respondents with non probability sampling method of purposive sampling. Technique of collecting data was done through distributing questionnaires in Alfamart area of Ngaliyan Sub- district and interviewed to company management regarding stimulus that has been created and literature studyies as well. Data analysis techniques used were the validity test, reliability test, multiple linear regression test with the help of SPSS software version 22.0. The result of this study was the calculation of regression model obtained Y = 1,605 + 0,145X1 + 0,858X2. it meant that the result of regression positive influence on impulsive buying consumer, and the influence of sales person was greater that in store stimuli. The result of analysis showed that all variable of this research were positive because the significance wass less than alpha (0,05) and t count > t table. It can be seen that t count of in store stimuli variable was 2,293 and the signification value was 0,024. Then, t count of sales person was 5,109 and the signification value was 0,000. Based on the analysis result, this two independent variables had the influence on impulsive buying consumer. Because F count (21,05) > F table (2,70). Coefficient determination is 0,288, it means that 28,8% of impulsive buying consumer could be explained by in store stimuli and sales person. Meanwhile, the rest of 71,2% was influenced by other variables which were not included in this study.