Problems that occur at Alfamart Bergas District Semarang store is a lack of interest in buying consumers to promotional program price discount and bonus pack in Alfamart. The purpose of this study is to determine the effect of price discount and bonus packs on impulse buying in the Alfamart regional stores Bergas Semarang regency and to know the perception of respondents about the price discount, bonus pack and impulse buying. The methods of data collection used in this research are observation, interview, literature review and questionnaires. The questionnaires used a simantic defferensial with 10 point scale and method of collecting the sample used incidental sampling as many as 100 samples. The analysis tools used test of validity, reliability test, T test, F test, the coefficient of determination and multiple linear regression. Based on the calculations using SPSS version 18, the results of this research show that the regression equation Y = 0,319X1 + 0,539X2 + e. In addition, the F test result of 40.246 which was bigger than F table was 3,09. Similarly to the F test, the T test result is bigger than T table and his significance less than level significance of 0,05. So, it can be concluded the quality of service which consists of price discount, and bonus pack has a positive and significance influence to impulse buying (Y). The most influence variable is bonus pack with the highest regression coefficient of 0,539.