<![CDATA[This study aims to examine the effects of live-streaming shopping and flash sales on impulse buying among TikTok Shop users in Braja Selebah District, Indonesia. A quantitative approach with a correlational research design was employed. Primary data were collected through questionnaires administered to 100 respondents selected using purposive sampling. The research instruments were assessed for validity and reliability, while the data were analyzed using multiple linear regression, partial t-tests, simultaneous F-tests, and the coefficient of determination (R²) with the assistance of statistical software.The results indicate that, partially, both live-streaming shopping and flash sales have positive and significant effects on impulse buying. Simultaneously, the two variables also exert a significant influence on consumers' impulse-buying behavior. Among the two predictors, live-streaming shopping demonstrates a stronger effect than flash sales, suggesting that interactivity, real-time communication, and immersive shopping experiences are more effective in stimulating unplanned purchases than time-limited discount promotions. The coefficient of determination (R²) of 46.6% indicates that the proposed model has a moderate explanatory power in accounting for variations in impulse-buying behavior.The novelty of this study lies in the simultaneous examination of live-streaming shopping and flash sales within an integrated empirical model, particularly in the context of TikTok Shop users in a semi-urban area, which remains relatively underexplored in previous studies. This study contributes to the literature on digital consumer behavior by providing empirical evidence regarding the role of interactive and urgency-based marketing mechanisms in stimulating impulse buying. From a practical perspective, the findings provide valuable insights for online retailers, digital marketers, and TikTok Shop sellers in designing more effective marketing strategies by integrating real-time consumer interaction with scarcity- and urgency-based promotional approaches.]]>
