<![CDATA[Abstrak. Dalam konteks pemasaran digital, perusahaan berupaya merangsang perilaku impulse buying melalui strategi promosi seperti flash sale dan live streaming. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh flash sale dan live streaming terhadap impulse buying pada brand PinkFlash di kalangan mahasiswa pengguna Shopee di Kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian deskriptif dan verifikatif. Teknik pengambilan sampel yang digunakan adalah nonprobability sampling dengan metode purposive sampling. Data dikumpulkan melalui survei berupa kuesioner yang melibatkan 100 responden, yaitu mahasiswa aktif jenjang sarjana (S1) berusia 17–28 tahun, berdomisili di Kota Bandung, dan pernah membeli produk PinkFlash saat ada flash sale dan live streaming. Data yang diperoleh dianalisis menggunakan analisis deskriptif dan verifikatif, yang mencakup analisis regresi linear berganda, koefisien determinasi, uji t, dan uji F. Hasil penelitian menunjukkan bahwa secara parsial, flash sale memiliki pengaruh positif dan signifikan terhadap impulse buying. Hal yang sama berlaku untuk live streaming yang juga berpengaruh positif dan signifikan. Secara simultan, flash sale dan live streaming terbukti berpengaruh positif dan signifikan terhadap impulse buying mahasiswa pengguna Shopee. Abstract. In the context of digital marketing, companies strive to stimulate impulse buying behavior through promotional strategies such as flash sales and live streaming. This study aims to examine and analyze the influence of flash sales and live streaming on impulse buying behavior toward the PinkFlash brand among university students who use Shopee in Bandung City. This research uses a quantitative approach with descriptive and verificative methods. The sampling technique applied is non-probability sampling using purposive sampling. Data were collected through a survey using a questionnaire involving 100 respondents, active undergraduate students aged 17–28 years, residing in Bandung City, and who have purchased PinkFlash products during flash sales and live streaming events. The collected data were analyzed using descriptive and verificative analysis, including multiple linear regression, coefficient of determination, t-test, and F-test. The results show that, partially, flash sales have a positive and significant effect on impulse buying. The same applies to live streaming, which also has a positive and significant effect. Simultaneously, both flash sales and live streaming have a positive and significant influence on impulse buying behavior among Shopee users.]]>
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