<![CDATA[The expansion of live-streaming commerce features, particularly TikTok Live, has reshaped the digital shopping environment and contributed to the emergence of spontaneous online purchasing. This research examines the effects of social presence and scarcity on impulse buying by placing pleasure as an intervening variable among TikTok Live e-commerce users in Medan. A quantitative survey design was applied to 100 Generation Z respondents aged 20–24 years who were selected through purposive sampling. The data were processed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings show that social presence positively and significantly affects both pleasure and impulse buying. Scarcity also has a positive and significant effect on pleasure, whereas its direct effect on impulse buying is not significant. Pleasure, in turn, has a positive and significant effect on impulse buying and mediates the relationship between social presence and impulse buying. In addition, pleasure serves as a full mediator in the relationship between scarcity and impulse buying. The findings suggest that sellers can strengthen spontaneous purchasing by improving social interaction and developing scarcity-based strategies that are accompanied by an enjoyable emotional experience.]]>
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