The COVID-19 pandemic has brought a drastic global impact for people across the
globe that it became a point of human change and adaptation which influenced
consumer behaviour to become more digital oriented. Economic activities that used
to bring seller and buyer meet face to face in public places were not allowed during
the pandemic, encouraging businesses and consumers to adapt to an online setting
of marketplace. Reliance on the Internet for the past few years along with rapid
growth of e-commerce has shape a new modern consumer behavior. TikTok as one
of the most famous social media platforms has facilitate businesses to sell their
product and build connection with consumers through shop and live streaming
features within the TikTok application. In this study, author adopted the stimulus-
organism-response (SOR) model. The objective of this study is to investigate the
influence of social presence and sales promotion (Stimuli) on flow experience
(Organism), and how flow experience could influence consumer to conduct an
impulsive buying behavior (Response). Research was conducted through an online
questionnaire (Google Forms) using a 5-point Likert Scale. Target population
consisted of people in Indonesia who had watched TikTok live streaming and purchased products through its live streaming shopping features within the last
three months. Through purposive sampling, 215 questionnaires were distributed to
respondents. Data analysis was performed using SmartPLS 4 with a partial least
squares structural equation modeling (PLS-SEM). The findings of the study
indicated that social presence and sales promotion during TikTok live streaming
shopping positively and significantly influence flow experience. Flow experience
also positively and significantly influence consumers’ impulsive buying behavior
within the live streaming.