The Effect of Flash Sale and Influencer Marketing on Impulsive Buying on the TikTok Shop E-Commerce Platform in Mataram City

This study examines the effect of flash sale and influencer marketing on impulsive buying among TikTok Shop users in Mataram City. The growth of social commerce has changed online shopping behavior by combining entertainment, promotional urgency, and influencer-based persuasion within one digital purchasing environment. TikTok Shop is relevant to this study because it integrates short video content, product promotion, influencer recommendations, and direct purchasing features that can encourage spontaneous buying behavior. The research applies a quantitative approach with descriptive and explanatory design. Primary data were collected through an online questionnaire distributed to 100 respondents who were older than 17 years, domiciled in Mataram City, active users of TikTok Shop, and had purchased products through TikTok Shop. The variables were measured using a five-point Likert scale. The independent variables are flash sale and influencer marketing, while the dependent variable is impulsive buying. Data were analyzed using validity testing, reliability testing, classical assumption testing, multiple linear regression, t-test, and coefficient of determination with SPSS. The findings show that flash sale has a positive but insignificant effect on impulsive buying, with a regression coefficient of 0.087, t-value of 0.884, and significance value of 0.379. Influencer marketing has a positive and significant effect on impulsive buying, with a regression coefficient of 0.460, t-value of 4.759, and significance value below 0.001. The R-square value is 0.294, indicating that flash sale and influencer marketing explain 29.4% of impulsive buying behavior, while 70.6% is explained by other variables outside the model. These findings indicate that promotional discounts and limited-time offers alone are not strong enough to drive impulsive buying when consumers still consider product relevance and personal needs. In contrast, influencer marketing is more influential because it operates through trust, emotional attraction, content quality, and social influence.