<![CDATA[The development of social commerce through TikTok has transformed consumer purchasing behavior, particularly among Generation Z. Live streaming and flash sale features have become widely used marketing strategies due to their ability to increase consumer engagement and stimulate spontaneous purchases. This study aims to analyze the effect of live streaming and flash sale on fashion product impulsive buying behavior among Generation Z in South Jakarta. A quantitative approach was employed using a survey method. Data were collected through questionnaires distributed to 99 members of the Gandaria Utara Youth Organization using a saturated sampling technique. The data were analyzed using multiple linear regression with IBM SPSS 25. The results indicate that live streaming has a positive and significant effect on impulsive buying behavior, with a t-value of 3.867 and a significance value of 0.000. Flash sale also has a positive and significant effect, with a t-value of 5.524 and a significance value of 0.000. Simultaneous testing reveals that live streaming and flash sale significantly influence impulsive buying, with an F-value of 85.222 and a significance value of 0.000. The coefficient of determination (R²) of 0.640 indicates that both variables explain 64% of the variation in impulsive buying behavior. Businesses are encouraged to optimize live streaming and flash sale features to improve the effectiveness of digital marketing strategies.]]>
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