PENGARUH BEAUTY LIFESTYLE TERHADAP PERILAKU PEMBELIAN DENGAN FLASH SALE SEBAGAI MODERASI (Studi pada Pengguna Skincare Skintific)

The study aims to analyze and explain the effect of beauty lifestyle, flash sales on purchasing behavior in Skintific skincare users. The type of research used is explanatory research with a quantitative approach using purposive sampling technique. Data collection using questionnaire distribution. The data analysis method used is the sacel range and moderation regression analysis (MRA) with SPSS for windows ver 27.0 software. The results of the research show that beauty lifestyle and flash sales have a positive and significant effect on purchasing behavior, flash sales do not strengthen the relationship between beauty lifestyle and purchasing behavior.