<![CDATA[The rapid development of financial technology has driven the emergence of various innovations in digital financial services, one of which is the “PayLater” feature, such as Shopee PayLater. This feature offers easy access, a fast process, and various promotions, making it highly popular. However, this convenience leads Gen Z to make impulsive purchases without proper financial planning. This can result in delinquent loans due to poor financial behavior. This study aims to analyze the influence of financial literacy, lifestyle, and self-control on the financial behavior of Gen Z users of Shopee PayLater. The research method employed is a quantitative approach. The data used in this study consists of primary data collected via a questionnaire using Google Forms. The sample comprised 100 respondents who are Gen Z users of Shopee PayLater in the city of Palembang. The sampling technique used was non-probability sampling with a purposive sampling method. The data analysis technique employed was Structural Equation Modeling based on Partial Least Squares (SEM-PLS) using SmartPLS 4.0 software, including measurement model evaluation (outer model), structural model evaluation (inner model), and hypothesis testing. The results of this study indicate that financial literacy has a positive and significant influence on the financial behavior of Gen Z users of Shopee PayLater; lifestyle has a positive and significant influence on the financial behavior of Gen Z users of Shopee PayLater; and self-control has a positive and significant influence on the financial behavior of Gen Z users of Shopee PayLater]]>
