<![CDATA[This study aims to analyze the influence of cashless payment and Fear of Missing Out (FoMO) on impulsive buying behavior and to examine the moderating role of self-control in the consumption of fast fashion products among Generation Z. The study employed a quantitative approach using a survey method through questionnaires distributed to university student respondents. The collected data were analyzed using statistical techniques to examine the relationships among variables and test the moderating effects. The findings reveal that both cashless payment and FoMO have a positive and significant effect on impulsive buying behavior. FoMO emerged as the most dominant factor influencing impulsive purchases, indicating that social pressure and the desire to follow trends have a stronger impact than technological convenience. Furthermore, self-control was unable to moderate the relationship between cashless payment and impulsive buying, but it significantly strengthened the relationship between FoMO and impulsive buying. These findings imply that social and psychological factors play a crucial role in shaping Generation Z’s consumer behavior in the fast fashion industry.]]>
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