ANALISIS PROMO FLASH SALE, E-WOM, DAN LIVE STREAMING TERHADAP IMPULSIVE BUYING PRODUK SKINCARE CAMILLE BEAUTY DI TIKTOK SHOP

The Internet economy's explosive expansion has greatly transformed consumer behavior, particularly in the highly competitive beauty industry. This study aims to analyze the influence of Promo Flash Sale, Electronic Word of Mouth (E-WOM), and Live Streaming experiences on Impulsive Buying behavior among consumers of Camille Beauty skincare products on the TikTok Shop platform. 130 members of Generation Z who had bought Camille Beauty goods through TikTok Shop were given questionnaires as part of a survey procedure used in a quantitative research study. SmartPLS software was used to evaluate the data. The findings show that, both partially and simultaneously, Promo Flash Sales, E-WOM, and Live Streaming all significantly and favorably influence Impulsive Buying. These results provide firms with strategic implications for creating successful digital marketing strategies on social media platforms, especially TikTok Shop, to stimulate consumers’ impulse purchases. This study also contributes to the enrichment of literature on consumer behavior in the digital era.