The Efect of Flash Sales and Limited-Time Ofers in Tiktok Shop Live Shopping on Impulse Buying Behavior Among Students in Mataram City

Abstract

The growth of live shopping on TikTok Shop has significantly transformed consumer purchasing behavior, particularly among university students who are active social media users. Urgency-based promotional strategies such as flash sales and limited-time offers are widely utilized to stimulate impulse buying behavior; however, empirical findings regarding their effectiveness remain inconsistent. This study aims to analyze the effect of flash sales and limited-time offers on impulse buying behavior among Management students at Universitas Pendidikan Mandalika. This study employed a quantitative research design using a survey method involving 100 respondents selected through random sampling techniques. Data were collected through an online questionnaire and analyzed using multiple linear regression analysis. The findings reveal that flash sales have a positive and significant effect on impulse buying behavior (β = 0.575; sig. = 0.000). Likewise, limited-time offers also have a positive and significant effect (β = 0.161; sig. = 0.012). Simultaneously, both variables significantly influence impulse buying behavior, with an R² value of 0.449. The study concludes that flash sales represent the most dominant promotional strategy in encouraging impulse buying behavior within the context of TikTok Shop live shopping.