<![CDATA[AbstractThe advancement of digital technology has shifted consumer behavior from traditional shopping to online purchasing. One emerging phenomenon in e-commerce is the increase in impulsive buying behavior. This study aims to examine the influence of Live Streaming, Flash Sale, and Perceived Value on impulsive buying behavior among Muslim consumers on Shopee in Kudus City. This research employed a field research method with a quantitative approach. The sample consisted of 100 respondents selected using purposive sampling. Data collection was conducted through questionnaires distributed to the respondents, and the collected data were analyzed using various statistical tests, including validity tests, reliability tests, and classical assumption tests. The data analysis was performed using multiple linear regression, supported by partial test (t-test), simultaneous test (F-test), and coefficient of determination (R²), with the assistance of SPSS version 20.0 software. The results show that Flash Sale and Perceived Value have a positive and significant effect on impulsive buying, while Live Streaming has no significant effect. These findings indicate that time-limited promotions and perceived product benefits are more effective in encouraging impulsive purchases than interaction through live streaming. The implication is that sellers should optimize Flash Sale strategies and enhance perceived product value through transparent practices while encouraging responsible consumption among Muslim consumers. Keywords: Live Streaming; Flash Sale; Perceived Value; Impulsive Buying; E-commerce.AbstrakPerkembangan teknologi digital mendorong pergeseran pola konsumsi masyarakat dari belanja konvensional menuju belanja online. Salah satu fenomena yang berkembang dalam e-commerce adalah meningkatnya pembelian secara impulsive. Penelitian ini bertujuan untuk mengetahui pengaruh Live Streaming, Flash Sale, dan Perceived Value terhadap perilaku impulsive buying pada konsumen Muslim di Shopee, Kabupaten Kudus. Penelitian ini menggunakan metode penelitian lapangan dengan pendekatan kuantitatif. Sampel yang digunakan sebanyak 100 responden yang dipilih dengan teknik purposive sampling. Instrumen pengumpulan data berupa kuesioner yang disebarkan kepada responden, kemudian data yang diperoleh dianalisis melalui serangkaian uji statistik, di antaranya Uji Validitas, Uji Reliabilitas, serta Uji Asumsi Klasik. Analisis data dilakukan dengan metode regresi linier berganda, yang didukung oleh pengujian parsial (uji t), simultan (uji F), dan pengujian koefisien determinasi (R²) dengan bantuan perangkat lunak SPSS versi 20.0. Hasil penelitian menunjukkan bahwa Flash Sale dan Perceived Value berpengaruh positif dan signifikan terhadap impulsive buying, sedangkan Live Streaming tidak berpengaruh signifikan. Temuan ini menunjukkan bahwa promosi berbatas waktu dan persepsi manfaat produk lebih mampu mendorong pembelian impulsif dibandingkan interaksi melalui siaran langsung. Implikasinya, pelaku usaha perlu mengoptimalkan Flash Sale dan peningkatan nilai produk secara transparan serta tetap memperhatikan prinsip konsumsi yang bijak bagi konsumen Muslim.Keywords: Live Streaming; Flash Sale; Perceived Value; Impulsive Buying; E-commerce.]]>
