Dessy Febriany, Jovita Damayanti Tjipto , Sandy Immanuel, Salsabilla Ayundha Marthsa Buana, Serena Emerald, Keni Keni: Formation of Consumer Impulsive Buying in MSMEs through Online Shopping Activities Pembentukan Pembelian Impulsif melalui Aktivitas Berbelanja secara Daring pada UMKM http://dx.doi.org/10.24912/jk.v14i2.20271 507 Formation of Consumer Impulsive Buying in MSMEs through Online Shopping Activities Pembentukan Pembelian Impulsif melalui Aktivitas Berbelanja secara Daring pada UMKM Dessy Febriany 1 , Jovita Damayanti Tjipto 2 , Sandy Immanuel 3 , Salsabilla Ayundha Marthsa Buana 4 , Serena Emerald 5 , Keni Keni 6 1,2,3,4 Fakultas Ekonomi dan Bisnis Universitas Tarumanagara, Jln Letjen S Parman No. 1, Jakarta Email: 1 dessy.115200034@stu.untar.ac.id, 2 jovita.115200037@stu.untar.ac.id, 3 sandy.115200215@stu.untar.ac.id, 4 salsabilla.115210285@stu.untar.ac.id 5 Fakultas Ilmu Komunikasi Universitas Tarumanagara, Jln Letjen S Parman No. 1, Jakarta Email: serena.915200024@stu.untar.ac.id 6 Program Studi Magister Manajemen, Universitas Tarumanagara, Jln Letjen S Parman No. 1, Jakarta* Email: keni@fe.untar.ac.id Masuk tanggal : 09-09-2022, revisi tanggal : 27-12-2022, diterima untuk diterbitkan tanggal : 29-12-2022 Abstract Electronic commerce that continues to grow has created a fairly tight competition between business actors. However, this competition can help the sustainability of MSMEs in formulating strategies and switching to selling their products online. Various strategies can be used in e-commerce, one of which is the flash sale countdown timer program. Social media activities and flash sales promotions were able to boost sales figures after the product launch. MSME actors who enter the world of e-commerce also interact with potential buyers by holding live streaming with the aim of utilizing technological developments to reach consumers more broadly. Thus, being able to bring changes to consumer habits, they prefer to shop from home because it is easy, practical, and there are many attractive promos. Therefore, this study was made with the aim of examining the relationship between flash sale countdown timer, live streaming e- commerce on the formation of impulsive buying which is strengthened or weakened by the presence of in-home shopping tendency. Hypothesis testing is done by analyzing Partial Least Square – Structural Equation Modeling (PLS-SEM) with SmartPLS software. The results showed that flash sale countdown timer and live streaming e-commerce had a positive effect on impulsive buying, also in home shopping tendency as a moderating variable has a positive effect. Keywords: flash sale countdown timer, impulsive buying, in home shopping tendency, live streaming Abstrak Perniagaan secara elektronik yang terus berkembang memunculkan persaingan yang cukup ketat antar pelaku usaha. Namun, persaingan tersebut dapat membantu keberlangsungan UMKM dalam menyusun strategi dan beralih menjual produknya secara online. Para pelaku UMKM memanfaatkan adanya perkembangan teknologi ini untuk memperkuat daya saingnya melalui berbagai strategi. Berbagai strategi dapat dilakukan