Pengaruh Hedonic Shopping Motivation Dan Flash Sale Terhadap Impulsive Buying…

ABSTRACT Indonesian consumer shopping behavior, particularly among millennials, tends to be increasingly impulsive, especially with the ease of transactions through e-commerce platforms such as TikTok Shop. This trend drives marketers to continuously study and develop various strategies. As a segment of society, millennials represent a promising market due to their high level of digital litera…