The Influence Of Micro Influencer And Flash Sale On Impulse Buying Of Glad2Glow Products On TikTokShop

The growth of social commerce, particularly TikTok Shop, has led to an increase in impulsive purchasing behavior, especially in the skincare product category. Impulse buying has become a significant concern for sellers on e-commerce platforms. This study aims to examine the influence of micro-influencers and flash sales on consumers’ impulse buying behavior of Glad2Glow products on the TikTok platform.This study employed a quantitative approach using a survey method. The sample consisted of 96 respondents who had purchased Glad2Glow products, selected through purposive sampling. Data were collected באמצעות an online questionnaire and analyzed using SPSS version 26 with multiple linear regression analysis.The results show that, partially, micro-influencers do not have a significant effect on impulse buying, while flash sales have a positive and significant effect. However, simultaneously, micro-influencers and flash sales have a significant effect on impulse buying, with a coefficient of determination of 49.4%. These findings indicate that time-limited promotions and price discounts are the most influential factors driving impulse buying behavior among consumers on TikTok Shop. Therefore, business owners on TikTok Shop are recommended to prioritize attractive and time-limited flash sale strategies that clearly emphasize price differences to stimulate impulse buying, supported by the use of micro-influencers to strengthen the promotional context.

Keywords: Micro influencer, Flash sale, Impulse buying, TikTok Shop