The growth of the beauty industry as a whole has been very rapid. Skin care products are grow businesses with high consumer interest. This study aims to analyse the effect or influencer marketing, live streaming, and flash sales on impluse buying on Npure products at Tiktok Shop. The method used in this study is a qualitative research method and the measurement uses a likerts scale. The population in this study are all coustomers in the city of Cirebon who have made impulse buying at Tiktok Shop. This study applies data collection techniques through a google form questionnaire of 203 respondents who have shopped and used Npure skincare products. This study uses Structural Equation Modelling (SEM) distributed in Patrial Least Square (PLS) with the help of Creative Commons SmartPLS 4.0 software. This study shows the results that influencer marketing, live streaming, and flash sales have a significant influence on impulse buying.

Keywords: Influencer Marketing, Live Streaming, Flash Sale, Impulse Buying.