<![CDATA[The development of global digital trade today has been largely shaped by shopper-tainment activities. However, most of the previous literature has focused on analyzing only consumer decisions, split between short-term spontaneous actions (e.g., impulsive buying) and long-term commitments (e.g., retention). By integrating the Stimulus-Organism-Response (S-O-R) theory, this study aims to investigate the influence of shoppertainment on Impulsive Buying Behavior and Customer Retention Intention, with Consumer Emotional Engagement as a mediating variable, particularly for local fashion products among Generation Z in Makassar City. This study uses a purposive sampling technique with a total of 336 respondents, Generation Z of TikTok Live users based in Makassar. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) in SmartPLS 4.0. The test results showed that shoppertainment had a significant positive effect on Impulsive Buying Behavior, but did not have a direct effect on Customer Retention Intention. Consumer Emotional Engagement has been shown to effectively mediate the transformation of temporal entertainment stimulation into long-term loyalty. The theoretical novelty of this research has succeeded in unraveling the duality of digital consumer decisions, demonstrating that the aggressiveness of transactional entertainment is no longer sufficient. The business sustainability of the local fashion industry in today's digital era is highly dependent on digital atmosphere engineering that can maintain psychological closeness and provide a personal emotional touch that is relevant to the characteristics of today's Generation Z.]]>
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