<![CDATA[The development of social commerce has driven changes in consumer behavior when shopping online, including the emergence of Impulsive Buying behavior. This study aims to determine the effect of Brand Trust and Flash Sale on Impulsive Buying of Scarlett Perfume on TikTok Shop in East Jakarta. This study uses a quantitative research method with multiple linear regression analysis, t-test, F-test, and coefficient of determination. The sampling technique used Purposive Sampling followed by the Lemeshow formula, with a total sample of 100 respondents. The results show that Brand Trust has no significant effect on Impulsive Buying (t-value 0.111 < t-table 1.985; significance 0.911 > 0.05). Flash Sale has a significant effect on Impulsive Buying (t-value 6.231 > t-table 1.985; significance 0.001 < 0.05). Simultaneously, Brand Trust and Flash Sale have a significant effect on Impulsive Buying (F-value 33.973 > F-table 3.09; significance 0.001 < 0.05). The R Square value of 0.412 indicates that Brand Trust and Flash Sale are able to explain 41.2% of Impulsive Buying, while the remaining 58.8% is influenced by other factors. These findings imply that flash sale strategies should be a primary focus in encouraging impulsive purchases among consumers on TikTok Shop.]]>
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