Buying interest is the behavior of consumers who have a desire to choose, use and consume or want a product offered. Promotion has an important role for companies so that consumers know the products offered by the company. Because without promotion, consumers will not know the existence of the products offered by the company. This study aims to determine the effect of the Flash Sale promotion on E-commerce Shopee on the buying interest of students of the Communication Studies Study Program, FISB UGJ. The research method used in this research is quantitative in the form of observation. The population in this study were all students of the Communication Studies Study Program, FISB UGJ, with a sample of 89 students. The instrument used in this research is a questionnaire. The data analysis used in this research is linear regression. The results of the analysis in this study using bivariate correlation with Pearson correlation obtained an R value of 0.612 with a strong relationship level at the interval of 0.60 - 0.799. These results indicate that the Flash Sale promotion variable has a strong relationship with buying interest. The results of the analysis of the coefficient of determination show that 37.5% of the Purchase Interest variable can be explained by the Flash Sale promotion variable. The results of the hypothesis using the t-test obtained tcount of 7.225. This means that the Flash Sale Promotion variable has a significant effect on the Purchase Interest variable.

Keywords: Flash Sale Promotion, Buying Interest, Shopee