<![CDATA[Abstract: This study aims to examine the effect of live streaming and flash sales on impulsive buying behavior among TikTok Shop consumers in Serdang Bedagai Regency, specifically in Sei Rampah and Tebing Tinggi sub-districts. A quantitative approach with a causal associative design was used. The sample of this study consisted of 100 active TikTok Shop consumers selected through purposive sampling. Data analysis was conducted using Partial Least Square-Structural Equation Modeling (PLS-SEM) with SmartPLS software. The measurement model (outer model) evaluation results showed that all indicators were valid and reliable with a loading factor > 0.70 and Composite Reliability > 0.70. The structural model (inner model) testing results indicated that live streaming had a positive and significant effect on impulsive buying with a t-statistic value of 2.282 (p=0.023). Flash sales also had a positive and significant effect on impulsive buying with a t-statistic value of 9.136 (p=0.000). The R-square value of 0.633 indicated that the two independent variables were able to explain 63.3% of the variance in impulsive buying. In conclusion, the interactivity of live streaming and the urgency of flash sales effectively encourage spontaneous purchasing decisions among consumers. Keywords: live streaming; flash sale; impulsive buying; tiktok shop. Abstrak: Penelitian ini bertujuan untuk menguji pengaruh live streaming dan flash sale terhadap perilaku pembelian impulsif konsumen TikTok Shop di Kabupaten Serdang Bedagai, khususnya di Kecamatan Sei Rampah dan Tebing Tinggi. Pendekatan kuantitatif digunakan dengan desain asosiatif kausal. Sampel penelitian ini berjumlah 100 responden konsumen aktif TikTok Shop yang dipilih melalui teknik purposive sampling. Analisis data dilakukan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan perangkat lunak SmartPLS. Hasil evaluasi model pengukuran (outer model) menunjukkan bahwa semua indikator valid dan reliabel dengan nilai loading factor > 0,70 dan Composite Reliability > 0,70. Hasil pengujian model struktural (inner model) menunjukkan bahwa live streaming berpengaruh positif dan signifikan terhadap pembelian impulsif dengan nilai t-statistik sebesar 2,282 (p=0,023). Flash sale juga memiliki pengaruh positif dan signifikan terhadap pembelian impulsif dengan nilai t-statistik sebesar 9,136 (p=0,000). Nilai R-square sebesar 0,633 mengindikasikan bahwa kedua variabel independen tersebut mampu menjelaskan 63,3% varians pada pembelian impulsif. Kesimpulannya, interaktivitas live streaming dan urgensi flash sale secara efektif mendorong keputusan pembelian spontan pada konsumen. Kata kunci: live streaming; flash sale; pembelian impulsif; tiktok shop.]]>
