<![CDATA[The rapid growth of digital technology and social media usage has increased the tendency of Impulse Buying among Generation Z. This study aims to analyze the effects of religiosity, Influencer Marketing, and lifestyle on Impulse Buying among Generation Z in Surabaya. A quantitative approach with a causal associative design was employed. Data were collected through questionnaires distributed to 150 Generation Z respondents selected using purposive sampling. The data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings reveal that religiosity has no significant effect on Impulse Buying. In contrast, Influencer Marketing and lifestyle have positive and significant effects on Impulse Buying. These findings indicate that Generation Z's Impulse Buying behavior is influenced more by external factors, particularly digital marketing exposure and lifestyle, than by internal religious values. This study contributes to consumer behavior literature from an Islamic economics perspective and provides practical implications for businesses in designing more effective and responsible digital marketing strategies.]]>
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