<![CDATA[This study examines the factors influencing impulsive buying behavior among Millennials and Generation Z by focusing on social environment, self-efficacy, social media, and hedonism. Using a quantitative approach, data were collected from 150 respondents consisting of Millennials and Generation Z through a structured questionnaire. The data were analyzed using multiple linear regression and independent sample t-tests. The findings reveal that social environment and hedonism significantly influence impulsive buying behavior among Millennials, while self-efficacy and social media show negative effects. In contrast, all independent variables significantly affect impulsive buying behavior among Generation Z, with social media emerging as the most dominant factor. However, the difference test indicates no statistically significant difference in impulsive buying behavior between the two generations. These results suggest that although Millennials and Generation Z exhibit similar levels of impulsive buying behavior, the dominant influencing factors differ due to variations in psychological characteristics and digital engagement intensity. This study contributes to consumer behavior literature by providing a generational comparison and offers practical implications for marketers and policymakers in designing targeted consumer strategies.Keywords: Social Environment, Self-Efficacy, Social-Media, Hedonism, Impulsive Buying]]>
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