PENGARUH PROMOSI PENJUALAN MELALUI FLASH SALE DAN LIVE STREAMING PADA E-COMMERCE SHOPEE TERHADAP KEPUTUSAN PEMBELIAN DI UNIVERSITAS MUHAMMADIYAH MALANG

This study aims to investigate the influence of flash sales and live streaming on consumer purchasing decisions on the Shopee e-commerce platform in Malang City, as well as analyze the simultaneous influence of the two variables and determine which variable is the most dominant. A quantitative method with a survey approach was used, involving 99 respondents selected through purposive sampling. Data were analyzed using multiple linear regression. The results showed that partially, both flash sales and live streaming have a significant influence on purchasing decisions. In addition, both variables simultaneously also have a significant effect, with flash sales contributing the most dominant influence on purchasing decisions at Shopee. These findings provide important insights for e-commerce businesses in designing effective promotional strategies to increase consumer purchasing decisions in the local market.