<![CDATA[This study analyzes the influence of social presence dimensions, consisting of social presence of broadcasters, social presence of viewers, and social presence of platforms on consumer emotions (pleasure and arousal), and their implications for impulsive buying behavior in live streaming e-commerce. The study employed a quantitative approach and purposive sampling technique involving 213 active students of STIE STEKOM who met the inclusion criteria, namely having used popular live streaming e-commerce platforms such as Shopee Live and Tiktok Live. These two platforms only function as population boundaries/sample requirements and are not included as variables in the main structural model. Data analysis was carried out using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) approach through SmartPLS 4. The results showed that all dimensions of social presence had a positive and significant effect on pleasure and arousal with the largest path coefficient value on the influence of social presence of platforms on pleasure of 0.416, p-value <0.001. In addition, pleasure (β = 0.514; p < 0.001) and arousal (β = 0.439; p < 0.001) had a positive and significant effect on impulsive buying. All indirect paths through pleasure and arousal also showed significant results, thus both were proven to mediate the influence of the social presence dimension on impulsive buying. The model was able to explain 87.3% of the variation in impulsive buying (R² = 0.873).) These findings indicate that social presence created during live streaming sessions can foster positive emotional responses (pleasure and arousal) in consumers, thereby increasing the likelihood of impulse purchases. This research has implications for businesses and e-commerce platform providers to optimize the quality of interactions during live streaming to enhance the consumer shopping experience.]]>
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