Pengaruh Kualitas Live Streaming Shopping dan Flash Sale terhadap Impulse Buying pada Pengguna TikTok Shop di DKI Jakarta

Akselerasi ekonomi digital menghadirkan platform social commerce seperti TikTok Shop yang memadukan hiburan dan transaksi melalui fitur live streaming shopping dan flash sale. Penelitian ini bertujuan menguji pengaruh kualitas live streaming shopping dan flash sale terhadap impulse buying pada pengguna TikTok Shop di DKI Jakarta. Metode penelitian menggunakan pendekatan kuantitatif kausalitas, dengan sampel 60 responden melalui teknik purposive sampling. Analisis menggunakan regresi linier berganda bantuan SPSS 25. Hasil uji parsial menunjukkan kualitas live streaming shopping tidak berpengaruh signifikan terhadap impulse buying (t = -1,165; sig = 0,249), sedangkan flash sale berpengaruh positif dan signifikan (t = 7,601; sig = 0,000; β = 0,816). Secara simultan, kedua variabel berpengaruh signifikan terhadap impulse buying (F = 49,600; sig = 0,000) dengan kontribusi sebesar 63,5 % (R² = 0,635), sedangkan 36,5. Temuan ini mengindikasikan strategi flash sale, merupakan pendorong utama terjadinya pembelian impulsif pada konsumen TikTok Shop. Pelaku usaha untuk mengoptimalkan program flash sale guna meningkatkan konversi penjualan pada platform social commerce. Kata Kunci: live streaming shopping; flash sale; impulse buying; TikTok Shop; social commere. Abstract The acceleration of the digital economy presents social commerce platforms such as TikTok Shop that combine entertainment and transactions through live streaming shopping and flash sale features. This study aims to examine the partial and simultaneous effects of live streaming shopping quality and flash sale on impulse buying among TikTok Shop users in DKI Jakarta. The research method uses a quantitative causal approach, with a sample of 60 respondents through purposive sampling technique. Data analysis used multiple linear regression with the help of SPSS 25. The partial test results showed that live streaming shopping quality had no significant effect on impulse buying (t = -1,165; sig = 0,249), while flash sale had a positive and significant effect (t = 7,601; sig = 0,000; β = 0,816). Simultaneously, both variables had a significant effect on impulse buying (F = 49,600; sig = 0,000) with a contribution of 63,5 % (R² = 0,635), while the remaining 36,5. These findings indicate that this flash sale strategy is the main driver of impulse buying in TikTok Shop consumers. Business actors to optimize flash sale programs to increase sales conversion on social commerce platforms. Keywords: live streaming shopping; flash sale; impulse buying; TikTok Shop; social commerce