The rise of live streaming shopping has prompted questions regarding the impact of streamer's credibility on customer engagement and impulsive buying decisions. This inquiry is underscored by the success of Douyin live streamer, Zhen Xiang Xiang who achieved significant sales by showcasing products swiftly through a minimalist approach. This phenomenon raises the question of whether a streamer's credibility significantly impacts customer engagement and impulsive buying decisions, and whether such an approach could be effective in Indonesia. Moreover, there is a notable gap in comparative research on the roles of streamer's attractiveness, expertise, and trustworthiness, with disparate findings from previous studies regarding their impact on customer engagement and impulsive buying decisions. This study is focusing on TikTok live streaming shopping in Greater Jakarta, assessing the impact of streamer's attractiveness, expertise, and trustworthiness on impulsive buying decisions, with customer engagement serving as an intervening variable, guided by the SOR (stimulus-organism-response) model theory. The data was gathered by employing purposive sampling with 100 respondents filling out the questionnaires and analyzed using the SEM-PLS technique with SmartPLS4 software. The findings revealed that streamer's attractiveness, trustworthiness, and expertise each positively and significantly impact customer engagement. Furthermore, the study underscores the importance of customer engagement in driving impulsive buying decisions in the live streaming shopping. It is revealed that streamer's attractiveness plays the most important role among the other credibility in impacting customer engagement. Therefore, live streamers, especially MSME owners, should prioritize credibility by maintaining professionalism. Crafting interactive and engaging content, emphasizing authenticity and relatability, and fostering a sense of community are also essential. Businesses seeking live streamers should prioritize those who excel in these areas, while digital marketing experts should emphasize these strategies to maximize campaign effectiveness.