The purpose of this research is to determine and analyze about hedonic browsing (X1), functional convenience (X2) and free shipping promotion (X3) to impulsive buying (Y) on Shopee E-commerce in Semarang city. The methods of data collection used in this research were interview, literature study and questionnaires. The questionnaires used a Likert with 7 point scale and method of collecting the sample used was purposive sampling as many as 150 samples. The analysis tools used were test of validity, reliability test, threebox methode test, asumsi classic test, t test, F test, the coefficient of determination and multiple linear regression. Based on the calculations using SPSS version 24, the result of this research showed that the regression equation Y=1,182+0,108X1+0,337X2+0,431X3. In addition, the F test result of 67,201 which was bigger than F table was 2,67. Similarly to the F test, the t test result was bigger than t table and had a significance less than level significance of 0,05. So, it can be concluded the hedonic browsing (X1), functional convenience (X2), and free shipping promotion (X3) had a positive and significance influence to impulsif buying (Y). The most influential variable is free shipping promotion (X3) with the highest regression coefficient of 0,431.