Title:
THE ROLE OF SELF-CONTROL IN MODERATING THE INFLUENCE OF FINANCIAL LITERACY, SHOPPING LIFESTYLE, AND INFLUENCERS ON IMPULSIVE BUYING AMONG GENERATION Z IN SURABAYA CITY

Authors:
Siti Hawa Octaviani, Yuniningsih Yuniningsih

Abstract:
Impulsive buying is the act of purchasing goods or services suddenly and without prior planning. This decision is often driven by a strong impulse that arises unexpectedly, without considering whether the product is truly needed or thinking about the long-term consequences. The purpose of this study is to analyse the role of self-control in moderating the influence of financial literacy, shopping lifestyle, and influencers on impulsive buying. The population in this study consists of Generation Z individuals residing in Surabaya who already have an income. The sample size of this study is 120 respondents, selected using purposive sampling, with data collected through questionnaires and analysed using SmartPLS. The results of the study indicate that financial literacy does not have a significant impact on impulsive buying, while shopping lifestyle and influencers have a positive impact on impulsive buying. Furthermore, self-control can moderate the influence of financial literacy on impulsive buying, but it cannot moderate the influence of shopping lifestyle and influencers on impulsive buying.

Keywords:
Financial Literacy; Influencers; Impulsive buying; Self Control; Shopping Lifestyle.

DOI:
https://doi.org/10.37500/IJESSR.2024.7520

Date of Publication: 28-10-2024