ABSTRACT: This study aims to analyze the effect of live shopping, price perception, and flash sales on purchase decisions among Shopee users in Indonesia. This research uses a quantitative approach with a survey method. Data were collected from Shopee users in Indonesia and analyzed using multiple linear regression with SPSS. The results show that live shopping has a positive and significant effect on purchase decisions. Price perception also has a significant positive effect, while flash sales significantly influence purchase decisions. Furthermore, all variables simultaneously have a significant effect on purchase decisions. This study contributes to the development of digital marketing and consumer behavior theory, particularly in the context of live commerce and promotional strategies in e-commerce. E-commerce platforms and online sellers can optimize live shopping features, pricing strategies, and flash sale campaigns to increase consumer purchase decisions.

KEYWORDS – Live Shopping, Price Perception, Flash Sale, Purchase Decision, Shopee