<![CDATA[Flash sale events have become a dominant marketing strategy to trigger rapid purchasing decisions. However, despite the massive growth of e-commerce in Indonesia, it remains unclear whether consumer participation in these events is primarily driven by the thrill of the "hunt" (hedonic) or the rational calculation of discounts (price value), particularly in developing digital markets like Palembang City. This study investigates the determinants of impulsive buying behavior during Flash Sale events on the Tokopedia platform. Drawing upon a modified Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) framework, this study investigates how Hedonic Motivation and Price Value affect Behavioral Intention, and in turn, its effect on Impulsive Buying. A quantitative methodology was applied, leveraging survey responses from 144 participants in Palembang City who had engaged in Tokopedia Flash Sales. Analysis was conducted through Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4 software. Findings reveal that both Hedonic Motivation and Price Value positively and significantly impact Behavioral Intention, with Price Value identified as the most influential predictor. Furthermore, a robust positive relationship was found between Behavioral Intention and Impulsive Buying, confirming that the intention to participate in Flash Sales significantly drives unplanned purchasing behavior. These findings suggest that while hedonic enjoyment is important, the perceived economic benefit remains the primary catalyst for consumers. Practically, platforms can optimize flash sale design by emphasizing perceived savings and enjoyable experience to effectively drive conversion.]]>
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