PENGARUH FLASH SALE TERHADAP PEMBELIAN IMPULSIF MELALUI EMOSI POSITIF PADA PENGGUNA TIKTOK SHOP

This study aims to analyze the effect of flash sales on impulsive purchases, with positive emotions as a mediating variable among TikTok Shop users. The study used a quantitative method with data collection through an online questionnaire from 120 respondents determined using a purposive sampling technique, namely TikTok Shop consumers who had made purchases through the flash sale program, and had made at least three purchases in the last six months. Data analysis was conducted using the Partial Least Squares–Structural Equation Modeling (PLS-SEM) method. The results showed that flash sales had a positive and significant effect on positive emotions and impulsive purchases. Positive emotions also had a positive and significant effect on impulsive purchases and mediated the effect of flash sales on impulsive purchases.