<![CDATA[The growth of social commerce has transformed consumer purchasing behavior, particularly through TikTok Shop. To influence consumer purchasing decisions, sellers increasingly implement digital marketing strategies, especially live streaming and flash sale programs. Generation Z, as a digitally native generation with intensive social media engagement, has become one of the most responsive market segments toward these promotional approaches. Therefore, this study aims to examine the influence of live streaming and flash sale on purchasing decisions for products sold through TikTok Shop among Generation Z consumers. This study employed a quantitative approach with an associative research design. Data were collected through questionnaire distribution to 71 respondents who met the research criteria and analyzed using multiple linear regression with SPSS. Partially, live streaming had a positive and significant effect on purchasing decisions. Flash sale also showed a positive and significant effect. Simultaneously, both variables significantly influenced purchasing decisions. The Adjusted R Square value of 0.631 indicates that the model explained 63.1% of the variation in purchasing decisions. These findings suggest that interactive communication through live streaming combined with time-limited promotional strategies through flash sale plays an important role in encouraging purchasing decisions among Generation Z consumers on TikTok Shop.]]>
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