In Indonesia, the national snack market pontential has huge potential because the level of private consumption growth in Indonesia has been increased compared to normal conditions. Snack market recorded positive growth following the commodity has become a national community needs. One type of food products that are favored by the chocolate. In addition favored by the people, chocolate is also one kind of snack that costs could be covered by all circles and has many variants. This study aimed lto determine the factors that influence impulsive buying of SilverQueen products at Hypermat SilverQueen Surabaya City Of Tomorrow. The samples used in this research that concumers who live in the city of Surabaya and who have purchased the product within the last 3 months SilverQueen and using 125 respondents. For Processing and analyzing the data in this study is using Structural Equation Modeling (SEM) with LISREL 8.8 software as the software to process the data. The analysis showed the consumers knowledge has no significant influence on impluse buying tedency and price consciouness has significant influence on impluse buying tendency, impulse buying tendency has significant influence on impulse buying, and product involment has significant effect on impulse buying SilverQueen products in Hypermart CITO. The Empirical findings indicate that the ampulse buying tendency has the biggest influence than the product involment SilverQueen against impulse buying product. Based on these empirical findings also point out that price consciousness brings significant positive influence on impulse buying tendency. Price consciousness, impulse buying tendency, and product involvement brings a positive significant effect on consumer impulse buying