<![CDATA[This study aims to analyze the influence of Live Streaming Shopping (LSS) and Product Discount on Purchase Decision with Impulse Buying as a mediating variable on e-commerce consumers in Indonesia. Methodology: The research used a quantitative explanatory approach with a survey method. Data were collected from 200 respondents who had made transactions through the live streaming feature on Shopee, TikTok Shop, Tokopedia, or Lazada. The sampling technique used purposive sampling, while data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM). Result: Product Discount and LSS have a positive and significant effect on Impulse Buying and Purchase Decision. Impulse Buying also has a positive effect on Purchase Decision and partially mediates the relationship between Product Discount and LSS on Purchase Decision. These findings support the Stimulus–Organism–Response (SOR) framework in explaining live commerce consumer behavior. Conclusion: Purchasing decisions in live commerce are influenced by a combination of promotional stimuli, interactive experiences, and consumer psychological responses. Interactive live streaming strategies and selective discounts can enhance the effectiveness of digital marketing]]>
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