Abstract
Price is one of the important points in marketing as well as in creating customer value. Odd prices.are..one of the strategies made by companies to form the impression of low prices in the minds of consumers. The goal of this study is to understand the relationship between odd prices and consumer involvement in purchase intentions. Non-random sampling (convenience sampling) was used in this study for data collection. The respondents numbered 112 people who were in Kupang. Questionnaires were disseminated to customers who used shopee (Flash sale product) in Kupang. The research method is a survey and outcome were analyzed and interpreted using Structure Equation Modeling (SEM). The relationship between odd prices, customer involvement shows positive influence on each other. 
 Keywords: Odd price, consumer involvement, purchase intention
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