<![CDATA[The rapid development of e-commerce encourages changes in consumer behavior, especially among students. Digital marketing features such as live streaming, flash sales, and electronic word-of-mouth (E-WOM) are widely used strategies to increase interest in spontaneous buying or impulse buying. This study aims to analyze the influence of live streaming, flash sale, and E-WOM on impulse buying behavior in students of the Digital Business Study Program, Ibn Khaldun University Bogor. The research method used is a quantitative method with a survey approach. Data were collected through the distribution of questionnaires to students as respondents and analyzed using multiple linear regression analysis. The results of the study show that live streaming, flash sale, and E-WOM simultaneously have a significant effect on impulse buying. Partially, flash sales and E-WOM have a more dominant influence than live streaming. This research is expected to contribute to the development of digital marketing strategies as well as become an academic reference for further research related to consumer behavior in the digital era.]]>
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