<![CDATA[The rapid development of social commerce has transformed consumer purchasing behavior, particularly through the TikTok Shop platform, which integrates live streaming shopping and flash sale as digital marketing strategies. This study aims to examine the influence of live streaming shopping and flash sale on purchasing decisions on the TikTok Shop platform. A quantitative approach was employed by distributing online questionnaires through Google Forms to 100 Generation Z TikTok Shop users selected using a purposive sampling technique. The collected data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method with SmartPLS 4 software. The findings indicate that flash sale has a positive and significant effect on purchasing decisions, whereas live streaming shopping does not have a significant effect on purchasing decisions. These results suggest that Generation Z consumers tend to prioritize the economic benefits offered through promotional programs over the interactive shopping experience provided by live streaming shopping. Theoretically, this study contributes to the development of digital marketing and social commerce literature by providing empirical evidence regarding the effectiveness of promotional strategies in influencing purchasing decisions. Practically, the findings offer valuable insights for business practitioners to optimize flash sale programs while improving the quality of live streaming shopping in order to enhance consumer purchasing decisions on the TikTok Shop platform.]]>
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