The Influence of Shopee PayLater Usage on Generation Z's Impulsive Buying

This study aims to analyze the relationship between the use of the PayLater feature on the Shopee platform and the emergence of impulsive buying behavior among Generation Z. The research employs a literature analysis approach by reviewing various academic studies and publications related to digital consumer behavior, buy now pay later services, and psychological factors influencing purchasing decisions. The findings indicate that the convenience of the Shopee PayLater feature, flexible payment systems, and the reduction of the pain of paying encourage consumers to make spontaneous purchases. In addition, psychological factors such as hedonic motivation, social pressure in the form of the fear of missing out (FOMO) phenomenon, and a consumptive lifestyle shaped by social media exposure further strengthen the tendency toward such behavior. Over time, PayLater services are no longer perceived solely as credit facilities for urgent needs but have also transformed into lifestyle enablers for young consumers. On the other hand, self-control plays an important internal role in mitigating impulsive buying, as individuals with stronger self-control are generally more capable of distinguishing between needs and wants in their consumption patterns. Therefore, strengthening digital financial literacy is essential for Generation Z as active users of fintech services. Improved financial literacy is expected to help young people utilize financial innovations more wisely while maintaining long-term financial well-being.