Penelitian ini bertujuan untuk mengetahui pengaruh Influencer Marketing, Live Streaming, dan Flash Sale terhadap Impulsive Buying pada pengguna TikTok Shop Generasi Z di Kabupaten Kuningan baik secara simultan maupun parsial. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada responden Generasi Z di Kabupaten Kuningan dengan bantuan Google Form. Teknik analisis data yang digunakan meliputi analisis deskriptif, uji asumsi klasik, analisis regresi linear berganda, koefisien determinasi (R²), uji F, dan uji t. Hasil penelitian menunjukkan bahwa Influencer Marketing, Live Streaming, dan Flash Sale secara simultan berpengaruh positif dan signifikan terhadap Impulsive Buying pada pengguna TikTok Shop Generasi Z di Kabupaten Kuningan. Secara parsial, Influencer Marketing, Live Streaming, dan Flash Sale juga berpengaruh positif dan signifikan terhadap Impulsive Buying pada pengguna TikTok Shop Generasi Z di Kabupaten Kuningan. Penelitian ini diharapkan dapat menjadi bahan pertimbangan bagi perusahaan dalam menyusun strategi pemasaran yang lebih efektif, khususnya dalam pemanfaatan Influencer Marketing, pengoptimalan Live Streaming, dan pelaksanaan program Flash Sale untuk meningkatkan Impulsive Buying konsumen.
Kata Kunci: Influencer Marketing, Live Streaming, Flash Sale, Impulsive Buying, TikTok Shop.

This study aims to determine the influence of Influencer Marketing, Live Streaming, and Flash Sale on Impulsive Buying among Generation Z TikTok Shop users in Kuningan Regency, both simultaneously and partially. This study used descriptive and verificative methods with a quantitative approach. Data collection techniques were carried out through distributing questionnaires to Generation Z respondents in Kuningan Regency using Google Forms. The data analysis techniques used included descriptive analysis, classical assumption tests, multiple linear regression analysis, coefficient of determination (R²), F-test, and t-test. The results showed that Influencer Marketing, Live Streaming, and Flash Sale simultaneously had a positive and significant effect on Impulsive Buying among Generation Z TikTok Shop users in Kuningan Regency. Partially, Influencer Marketing, Live Streaming, and Flash Sale also hada positive and significant effect on Impulsive Buying among Generation Z TikTok Shop users in Kuningan Regency. This research is expected to be taken into consideration for companies in developing more effective marketing strategies, especially in utilizing Influencer Marketing, optimizing Live Streaming, and implementing Flash Sale programs to increase consumer Impulsive Buying.
Keywords: Influencer Marketing, Live Streaming, Flash Sale, Impulsive Buying, TikTok Shop