<![CDATA[The development of live streaming features on e-commerce platforms, particularly Shopee Live, has transformed consumer behavior in online shopping. Real-time interaction between sellers and consumers creates a more engaging shopping experience, thereby increasing the potential for impulsive purchasing behavior. Therefore, this study aims to analyze the influence of telepresence, perceived enjoyment, and trust on consumers' impulse buying behavior on Shopee Live. This research employed a quantitative method, with data collected through questionnaires distributed to 100 respondents who had previously made purchases via Shopee Live. The respondents were selected using a non-probability sampling technique based on predetermined criteria. The collected data were analyzed using IBM SPSS Statistics version 27 through data quality testing, classical assumption tests, multiple linear regression analysis, partial hypothesis testing (t-test), simultaneous hypothesis testing (F-test), and the coefficient of determination (R²). The results indicate that telepresence, perceived enjoyment, and trust have a positive and significant influence on impulse buying, both partially and simultaneously. The Adjusted R Square value of 75.3% indicates that variations in impulse buying behavior can be explained by these three variables, while the remaining 24.7% is influenced by other factors not examined in this study. The findings are expected to serve as a reference for sellers and Shopee Live platform managers in designing live streaming strategies that enhance telepresence, perceived enjoyment, and consumer trust to encourage impulse buying behavior.]]>
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