<![CDATA[The rapid growth of e-commerce has increased impulsive buying among university students, driven by digital stimuli (interactive website features and flash sales) as well as psychological stimuli (Fear of Missing Out/FoMO and hedonic shopping motivation). Since individuals respond differently to these stimuli, digital literacy and self-control were examined as mediating variables within the Stimulus–Organism–Response (S-O-R) framework. This study aimed to analyze the effects of these factors on impulsive buying among students of the Economic Education Program, Faculty of Teacher Training and Education, Universitas Sebelas Maret. A quantitative survey approach was employed, involving 155 students selected through purposive sampling. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results revealed that digital literacy and self-control significantly mediated the effects of all stimuli on impulsive buying, with moderate R² values of 0.512 and 0.523, respectively. Digital literacy enhanced consumer engagement, while self-control functioned as a behavioral regulator. This study was limited by its cross-sectional design and sample scope. Future research is encouraged to incorporate additional variables to provide a more comprehensive understanding of impulsive buying behavior.]]>
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