<![CDATA[ABSTRAK Pembelian impulsif, dalam konteks ini, tidak hanya terbatas pada keputusan belanja yang dibuat tanpa pertimbangan, tetapi juga mencerminkan keinginan individu untuk mencapai standar sosial dan memenuhi gaya hidup tertentu. Penelitian ini bertujuan untuk menganalisis pengaruh perilaku impulsive buying konsumen Shopee di Kartar Jetis, Sidoarjo, dengan memfokuskan pada faktor flash sale dan locus of control. Metode kuantitatif dengan pendekatan survey digunakan, melibatkan pengumpulan data melalui kuesioner dan mengaplikasikan uji validitas, uji reabilitas, serta uji hipotesis parsial. Hasil penelitian menunjukkan bahwa flash sale memiliki pengaruh positif namun tidak signifikan terhadap impulsive buying, sedangkan locus of control memiliki pengaruh positif dan signifikan. Secara simultan, flash sale dan locus of control secara signifikan memengaruhi perilaku impulsive buying konsumen Shopee.Kata Kunci: Impulse buying Online, Flash Sale, Locus of ControlABSTRACTImpulse buying, in this context, is not only limited to shopping decisions made without consideration, but also reflects an individual's desire to achieve social standards and fulfill a certain lifestyle. This research aims to analyze the influence of impulsive buying behavior of Shopee consumers in Kartar Jetis, Sidoarjo, focusing on the factors of flash sale and locus of control. A quantitative method with a survey approach was employed, involving data collection through questionnaires and applying validity tests, reliability tests, as well as partial hypothesis testing. The results of the study indicate that flash sales have a positive but not significant influence on impulsive buying, while locus of control has a positive and significant influence. Simultaneously, flash sales and locus of control significantly affect the impulsive buying behavior of Shopee consumers.Keywords: Impulse buying Online, Flash Sale, Locus of Control]]>
