<![CDATA[Purpose – This study examines the effects of live selling and flash-sale promotions on impulsive buying among university students who use the Lazada application in Bandung, Indonesia. Methodology – A quantitative, descriptive-verificative survey was conducted with 100 university students selected through purposive sampling. The instrument comprised 24 statements measured on a five-point Likert scale. The data were evaluated using validity and reliability tests, descriptive statistics, classical assumption tests, multiple linear regression, correlation, determination, and t- and F-tests in SPSS 30. Findings – Live selling and flash sale were rated in the good category, whereas impulsive buying was rated less favorably. Live selling had a significant negative coefficient, while flash sale had a significant positive coefficient. Jointly, the predictors were significant and explained 15.1% of the variance in impulsive buying. Novelty – The study distinguishes the information-rich and interactive role of live selling from the scarcity and urgency cues of flash sales, revealing opposite regression directions within one marketplace model. Significance – The findings help e-commerce managers improve live-shopping features, streamer communication, promotional visuals, and flash-sale design while recognizing that most variation in impulsive buying arises from other consumer and situational factors.]]>
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