<![CDATA[This research is motivated by the increasing use of the Shopee app, which offers various promotional strategies, such as Flash Sales, which are suspected of encouraging impulse buying behavior. Furthermore, shopping lifestyle is also thought to influence consumer purchasing decisions. This study aims to analyze the influence of Flash Sales and Shopping Lifestyle on impulse buying among Sharia Economics students from the 2019 intake of UIN Sulthan Thaha Saifuddin Jambi. This research used a quantitative approach with a survey method. The study population was Sharia Economics students from the 2019 intake of UIN Sulthan Thaha Saifuddin Jambi who used the Shopee app, with a sample size of 80 respondents. Data collection was conducted through questionnaires. Data were analyzed using validity, reliability, classical assumptions, multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²). The results showed that Flash Sales had a positive and significant effect on impulse buying, with a t-value of 6.311 and a significance level of 0.000. Shopping Lifestyle had no significant effect on impulse buying, with a t-value of 1.835 and a significance level of 0.070. Simultaneously, Flash Sale and Shopping Lifestyle had a significant effect on impulse buying, with a calculated F-value of 103.330 and a significance level of 0.000. The R-square value of 0.729 indicates that both variables can explain 72.9% of impulse buying]]>
Copyrights © 2026
