<![CDATA[This study aims to examine the effect of discounts, free shipping, and flash sales on impulse buying behavior among Madame NA Online Shop consumers, motivated by the existence of a research gap from previous studies that mostly focused on large-scale e-commerce. The research method uses a causal associative quantitative approach with a sample of 97 respondents taken through accidental sampling technique using the Lemeshow formula. Data were collected through a Likert-scale questionnaire and analyzed by multiple linear regression assisted by SPSS. The results of the study partially show that discounts (t = 3.874; Sig. = 0.000), free shipping (t = 3.817; Sig. = 0.000), and flash sales (t = 2.400; Sig. = 0.018) each have a positive and significant effect on impulse buying behavior. Simultaneously, the three variables also have a significant effect (F = 70.585; Sig. = 0.000). The coefficient of determination (R²) value of 0.695 indicates that 69.5% of the variation in impulse buying behavior can be explained by discounts, free shipping, and flash sales, while the remaining 30.5% is influenced by other factors outside the model. In conclusion, increasing discount, free shipping, and flash sale strategies can significantly encourage consumer impulse buying at the Madame NA Online Shop.]]>
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