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The rapid development of digital landscapes has significantly transformed consumer shopping behavior, making e-commerce integral to daily life in Indonesia. Generation Z, born and raised in the digital era, represents a substantial segment of e-commerce users with impulsive buying tendencies. Although e-commerce is widely adopted, there is still a limited insight into how social presence (SP) during live streaming affects impulsive purchasing behaviors within Generation Z. This research offers an in-depth examination of how SP within e-commerce live streaming platforms influences impulsive purchasing behavior, framed by the Social Presence Theory. Data were collected through online surveys from 263 Generation Z respondents with live streaming e-commerce shopping experience. The proposed hypotheses were tested through structural equation modeling. The findings reveal that the presence of livestream hosts and their product demonstrations significantly improve perceived usefulness and positive emotions, both of which spark impulsive buying urges and actions. The study also highlights that the presence of other viewers positively affects perceived usefulness but not positive emotions.These findings emphasize the need for integrating social components into live streaming to foster interactive and emotionally gratifying shopping experiences. The research contributes to the academic field and offers practical insights for developing more effective digital marketing strategies.
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