<![CDATA[Abstract: This study aims to determine the simultaneous and partial effects of flash sale pressure, competitive pricing, and review quality on impulse buying behavior of Generation Z on TikTok Shop. The type of research used is quantitative research with a causal approach. Data analysis was conducted using multiple linear regression with the assistance of SPSS software, involving 96 respondents selected through non-probability sampling using purposive sampling method. Validity and reliability tests were also conducted on all research statement items. The results of multiple linear regression analysis produced the following equation: Y = 2,402 + 0,282 X1 + 0,287 X2 + 0,339 X3 + e. The results of the F-test showed that H1 was accepted and H0 was rejected, meaning that flash sale pressure, competitive pricing, and review quality simultaneously have a significant effect on impulse buying behavior of Generation Z on TikTok Shop, with an Fcount value of 76.198 > Ftable 2.70 and a significance value of 0.000 < 0.05. The results of the t-test indicated that partially flash sale pressure significantly affects impulse buying with a tcount value of 2.076 > ttable 1.986 and a significance value of 0.041 < 0.05, competitive pricing significantly affects impulse buying with a tcount value of 2.150 > ttable 1.986 and a significance value of 0.034 < 0.05, and review quality significantly affects impulse buying with a tcount value of 3.402 > ttable 1.986 and a significance value of 0.000 < 0.05. Based on the highest tcount value, review quality is the most dominant variable influencing impulse buying. The coefficient of determination test (R²) showed an Adjusted R Square value of 0.704, meaning that flash sale pressure, competitive pricing, and review quality are able to explain 70.4% of impulse buying behavior, while the remaining 29.6% is influenced by other factors outside the scope of this research model. Keywords: Flash Sale Pressure, Competitive Pricing, Review Quality, Impulse Buying. Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial flash sale pressure, harga kompetitif, dan kualitas ulasan terhadap pembelian impulsif Generasi Z pada TikTok Shop. Jenis penelitian yang digunakan adalah penelitian kuantitatif dengan pendekatan kausalitas. Analisis data menggunakan regresi linear berganda dengan bantuan aplikasi SPSS, dengan jumlah sampel sebanyak 96 responden yang ditentukan menggunakan teknik non-probability sampling melalui metode purposive sampling. Uji validitas dan reliabilitas juga dilakukan terhadap seluruh item pernyataan penelitian. Hasil analisis regresi linear berganda diperoleh persamaan yaitu: Y = 2,402 + 0,282 X1 + 0,287 X2 + 0,339 X3 + e. Hasil uji F menunjukkan bahwa H1 diterima dan H0 ditolak, yaitu secara simultan flash sale pressure, harga kompetitif, dan kualitas ulasan berpengaruh terhadap pembelian impulsif Generasi Z pada TikTok Shop dengan nilai Fhitung (76,198) > Ftabel (2,70) dan signifikansi 0,000 < 0,05. Hasil uji t menunjukkan bahwa secara parsial flash sale pressure berpengaruh terhadap pembelian impulsif dengan nilai thitung (2,076) > ttabel (1,986) dan signifikansi 0,041 < 0,05, harga kompetitif berpengaruh terhadap pembelian impulsif dengan nilai thitung (2,150) > ttabel (1,986) dan signifikansi 0,034 < 0,05, serta kualitas ulasan berpengaruh terhadap pembelian impulsif dengan nilai thitung (3,402) > ttabel (1,986) dan signifikansi 0,000 < 0,05. Berdasarkan nilai thitung terbesar, variabel kualitas ulasan merupakan faktor yang paling dominan dalam memengaruhi pembelian impulsif. Hasil uji koefisien determinasi (R²) menunjukkan nilai Adjusted R Square sebesar 0,704, yang berarti bahwa flash sale pressure, harga kompetitif, dan kualitas ulasan mampu menjelaskan pembelian impulsif sebesar 70,4%, sedangkan sisanya sebesar 29,6% dipengaruhi oleh faktor lain di luar model penelitian ini. Kata kunci: Flash Sale Pressure, Harga Kompetitif, Kualitas Ulasan, Pembelian Impulsif.]]>
