Impulsive buying merupakan perilaku pembelian yang dilakukan secara spontan tanpa perencanaan sebelumnya. Dalam era digital saat ini, perilaku tersebut semakin meningkat, khususnya pada gen Z yang terbiasa menggunakan teknologi dan media sosial dalam aktivitas sehari-hari. Penelitian ini bertujuan untuk mengetahui pengaruh Flash Sale, Live Streaming dan Content Marketing secara simultan ataupun parsial terhadap Impulsive Buying pada konsumen Gen Z pengguna Tokopedia di Kabupaten Kuningan. Metode penelitian yang digunakan adalah metode deskriptif. Pengumpulan data dilakukan menggunakan metode kuesioner kepada 160 responden dengan menggunakan Teknik Purposive Sampling, dan diuji menggunakan SPSS versi 26. Analisis data yang digunakan adalah analisis regresi berganda dengan variabel Flash Sale, Live Streaming dan Content Marketing sebagai variabel independen dan Impulsive Buying sebagai variabel dependen. Hasil penelitian menunjukkan bahwa (1) Flash Sale, Live Streaming dan Content Marketing secara simultan berpengaruh signifikan terhadap Impulsive Buying, (2) Flash Sale memiliki pengaruh positif dan signifikan terhadap Impulsive Buying, (3) Live Streaming tidak berpengaruh terhadap Impulsive Buying, dan (4) Content Marketing memiliki pengaruh positif dan signifikan terhadap Impulsive Buying.

Impulsive buying was a purchasing behavior that was carried out spontaneously without any prior purchasing plan. In digital era, this behavior had increased, especially for Generation Z who are accustomed to using technology and social media in their daily activities. This study aimed to determine the effect of Electronic Flash Sale, Live Streaming, Content Marketing simultaneously or partially on consumer Impulsive Buying for Gen Z Tokopedia Users in Kuningan Regency. The research method used is descriptive method. Data collection was carried through a quistionnare distributed to 160 respondents selected using Purposive Sampling Technique, and was processed using SPSS version 26. The data analysis used was multiple regression analysis with Flash Sale, Live Streaming, Content Marketing variables as independent variables and Impulsive Buying as the dependent variable. The results showed that (1) Flash Sale, Live Streaming, Content Marketing simultaneously influenced Impulsive Buying, (2) Flash Sale had a positive and significant effect on Impulsive Buying, (3) Live Streaming had no effect on Impulsive Buying, and (4) Brand Trust had a positive and significant effect on Impulsive Buying.