THE INFLUENCE OF FINANCIAL LITERACY ON BANDUNG GENERATION Z CONSUMERS IMPULSIVE BUYING BEHAVIOR WITH SELF-CONTROL AS MEDIATING VARIABLE

Abstract

The development of information technology in the industrial era 4.0 has affected various aspects of life, including the financial sector by promoting digital payment. The ability to manage finances well is needed in dealing with this situation. Addressing this phenomenon, Indonesian citizens, especially Generation Z who are considered full of confidence, enthusiasm, and risk-taker are also required to have a comparable readiness to avoid unwanted things like falling into impulsive buying behavior. The objective of this research is to examine: (1) the influence of financial literacy on consumers' impulsive buying behavior; (2) the influence of financial literacy on self-control; and (3) the influence of financial literacy on consumers' impulsive buying behavior with self-control as mediating variable. This study is comparative causal research with a quantitative approach. The object for this study is Generation Z who are individuals aged 17-24 years and who stayed in Bandung, Indonesia, as Bandung is one of the favorite destinations city in Indonesia to pursue higher studies. The sampling method the author used is convenience and purposive sampling. While the data collection method is through a survey using a questionnaire. The author collecting a total of 422 samples. The data analysis technique used is descriptive statistics, inferential analysis, and path analysis. The findings of this study revealed that: (1) financial literacy has a negative and significant effect on consumers impulsive buying behavior; (2) financial literacy has a positive and significant effect on self-control; and (3) self-control is able to mediate the effect of financial literacy on consumers impulsive buying behavior.