<![CDATA[The development of digital technology and social media has transformed the way consumers make purchasing transactions, particularly through live streaming, which enables direct interaction between influencers and audiences. This condition encourages the formation of parasocial relationships that can influence impulsive purchasing behavior. Amid increasingly competitive digital marketing, understanding the factors that influence impulse buying is important for businesses and influencers. This study aims to examine the effects of attractiveness, trust, interactivity, and self-disclosure on parasocial relationships, as well as the effects of parasocial relationships on product quality uncertainty, product fit uncertainty, and impulse buying. It also examines the effects of product quality uncertainty and product fit uncertainty on impulse buying in the context of influencer Willie Salim's live streaming. This study employed a quantitative approach using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS. The sample was selected using purposive sampling, involving 300 respondents who were followers and viewers of Willie Salim's live streaming. The results show that attractiveness, trust, interactivity, and self-disclosure have positive and significant effects on parasocial relationships. Furthermore, parasocial relationships have negative and significant effects on product quality uncertainty and product fit uncertainty, while having a positive and significant effect on impulse buying. Product quality uncertainty and product fit uncertainty also have negative and significant effects on impulse buying. Thus, all hypotheses (H1–H9) are supported. These findings indicate that parasocial relationships formed through interactions with influencers not only increase consumers' tendency to engage in impulse buying but also reduce uncertainty regarding product quality and product fit, which subsequently contributes to impulse buying behavior in the context of live streaming.]]>
