<![CDATA[This study aims to analyze the influence of Hedonic Shopping Motivation and Price Discount on Impulsive Buying, with Positive Emotion as a mediating variable among Generation Z in Purwokerto . The phenomenon of social commerce through TikTok's live streaming feature has driven changes in shopping behavior, especially among Generation Z, who are prone to impulsive purchases due to the influence of enjoyable shopping experiences, price promotions, and emotional impulses. This study also fills a gap in the literature, where several studies have examined the relationships between these variables in a comprehensive manner in the context of shopping through TikTok Live Streaming. This study uses a quantitative approach with a purposive sampling method. Data were obtained through an online questionnaire distributed to 385 TikTok users who had made purchases through the live streaming feature. Data analysis was conducted using the Structural Equation Modeling method based on Partial Least Squares. This study refers to the Theory of Planned Behavior as a theoretical foundation, which explains that behavior is influenced by attitudes, subjective norms, and perceived control over an action. The results show that Hedonic Shopping Motivation and Price Discount have a positive and significant effect on Positive Emotion. Both variables also have a direct and indirect effect on Impulsive Buying through Positive Emotion as a mediating variable. These findings have practical implications for businesses to develop effective emotion-based marketing strategies on TikTok live streaming and open up opportunities for further research on other psychological factors in digital consumption behavior.]]>
