<![CDATA[The rapid growth of TikTok Shop has made Generation Z, who account for 73% of its users, prone to impulsive buying driven by hedonic shopping motivation and flash sale, although previous studies on these factors remain inconsistent. This study aims to analyze the partial and simultaneous effects of hedonic shopping motivation and flash sale on impulsive buying among Generation Z TikTok Shop users in Depok City. A quantitative approach was applied using purposive sampling of 150 respondents determined through the Lemeshow formula, analyzed using multiple linear regression with SPSS 27. The results show that hedonic shopping motivation has a positive and significant partial effect on impulsive buying (t-count 12.078 > t-table 1.976; sig. <0.001). Flash sale also has a positive and significant partial effect on impulsive buying (t-count 12.312 > t-table 1.976; sig. <0.001). Simultaneously, both variables significantly affect impulsive buying (F-count 126.977 > F-table 3.06; sig. <0.001), contributing 62.8% to the variance. These findings confirm that internal psychological factors and external promotional strategies jointly drive impulsive buying behavior among Generation Z.]]>
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