The Influence Of Live Streaming And Flash Sale On Impulse Buying In Tiktok E-Commerce (Survey Of Generation Z Consumers in Tasikmalaya)

The rapid growth of TikTok Shop has changed the shopping behavior of Generation Z consumers. This study aims to analyze the influence of Live Streaming and Flash Sale on Impulse Buying among Generation Z consumers in Tasikmalaya City. This research employed a quantitative method with descriptive and causal approaches. A total of 100 respondents were selected using purposive sampling. Data were analyzed using multiple linear regression. The results showed that Live Streaming and Flash Sale had a positive and significant effect on Impulse Buying, both simultaneously and partially. These findings indicate that Live Streaming and Flash Sale effectively encourage impulse buying among Generation Z consumers.