The Role of Financial Self-Control in Mitigating Online Impulsive Buying Among Gen Z Consumers in Indonesia's E-Commerce Sector

This study analyzes the impact of e-commerce application features and financial self-control on online impulse purchases among 188 Gen Z consumers in The Special Capital Region of Jakarta (Indonesia) using Structural Equation Modeling (SEM).The sampling technique in this research used a purposive sampling technique to look at Gen Z's perspective as users of e-commerce applications by distributing online questionnaires.Questionnaires were distributed to 320 respondents with an age range of 19 -28 years, and the number of respondents who met the criteria in this study was 188 respondents who were processed using SmartPLS version 4 software.The findings revealed that customer experience, pay later options, and flash sales had a significant effect on online impulse buying.Additionally, financial self-control was found to moderate the impact of customer experience and pay later on online impulse buying, with higher financial self-control associated with lower online impulsive buying.The results of this study indicate that increasing awareness in financial selfcontrol can mitigate the increasing consumer debt problems faced by young people in ecommerce.Education regarding increased awareness of targeted financial self-control, as well as improved e-commerce platform protection can help encourage responsible spending.This research contributes by increasing Gen Z's awareness of users of e-commerce application features, in managing finances and loans to meet shopping styles that can trigger online impulsive buying.Apart from that, another contribution is a consideration for the government in increasing regulations that can protect the public, especially Gen Z, in managing finances and debt which can trigger collectability scores.