<![CDATA[This study analyzes the influence of price discount and flash sale on impulsive buying among Shopee e-commerce users, particularly among UNSRAT students. The research data was collected through a questionnaire distributed to 100 Shopee users selected through purposive sampling. Data analysis was conducted using multiple linear regression, with T-tests to assess the individual influence of each independent variable (price discount and flash sale) on impulsive buying, and an F-test to evaluate the simultaneous influence of both variables. The results of the study indicate that flash sale has a positive and significant influence on impulsive buying, while price discount does not have a significant effect on impulsive buying behavior. However, simultaneously, price discount and flash sale significantly affect impulsive buying, as demonstrated by the F-test results. These findings highlight that the urgency created by flash sales is a more dominant factor in driving impulsive buying behavior compared to price discounts. Therefore, marketing strategies based on flash sales are more effective in generating impulsive buying behavior among Shopee users.]]>
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