<![CDATA[In the era of globalization, with rapid advancements in technology and the internet, consumer behavior has shifted from conventional shopping to online shopping. This development has driven the emergence of social commerce innovations, one of which is the live streaming feature that enables real-time interaction between sellers and consumers. This phenomenon triggers impulse buying due to various digital marketing stimuli. This study aims to analyze the influence of scarcity messages and live stream interactivity on impulse buying through perceived urgency as a mediating variable among TikTok Shop live stream consumers in Padang City. This research method uses a quantitative method. The sample consists of 120 respondents selected via non-probability sampling, specifically purposive sampling, and analyzed using SEM-PLS. The results indicate that scarcity messages, live stream interactivity, and perceived urgency have a positive and significant effect on impulse buying. Additionally, scarcity messages and live stream interactivity also have a positive and significant effect on perceived urgency. Indirectly, scarcity messages have a significant effect on impulse buying through perceived urgency, whereas live stream interactivity does not show an indirect effect.]]>
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