Volume 08 Issue 08 August 2025
1Fani Firmansyah, 2Puji Endah Purnamasari, 3Lailatul Farida
1,2,3 Faculty of Economics, UIN Maulana Malik Ibrahim Malang
DOI : https://doi.org/10.47191/ijsshr/v8-i8-12Google Scholar Download Pdf
ABSTRACT
The high level of internet usage has the potential to create opportunities for businesses through internet access. This study aims to determine whether live streaming and flash sale promotions can influence the purchasing decisions of young people. This research is quantitative. The population in this study were university students in Malang. The sample size was 168. Data analysis in this study was conducted using multiple linear regression analysis. The results showed that live streaming and flash sale promotions did not significantly influence purchasing decisions. This suggests that online purchasing decisions are not directly influenced by live streaming and flash sale promotions.
KEYWORDS:live streaming, flash sale promotion, purchase decision
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