THE INFLUENCE OF FEAR OF MISSING OUT, PAYLATER, AND FINANCIAL LITERACY ON IMPULSIVE BUYING IN GEN Z

Abstract

This study aims to analyze the influence of Fear of Missing Out (FoMO), paylater, and financial literacy on impulsive buying among Gen Z. This study uses a quantitative method with a survey approach, involving 385 Gen Z respondents in Greater Jakarta (JABODETABEK). Data collection was carried out through questionnaires and analyzed using SPSS. The results show that FoMO and paylater have a positive and significant effect on impulsive buying behavior. Meanwhile, financial literacy has a negative and significant effect, which means that the higher the level of financial literacy, the lower the tendency of individuals to make impulsive purchases. This finding emphasizes the importance of financial literacy education as a preventive measure to reduce impulsive buying among Gen Z.