<![CDATA[This study aims to analyze the influence of financial literacy and self-control on impulsive buying behavior among Generation Z in Tasikmalaya City. The study employs a quantitative approach using descriptive and verificative methods. The sample consists of 384 respondents, determined using Cochran's formula and selected via purposive sampling. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression using IBM SPSS Statistics. The results indicate that the respondents' financial literacy and self-control fall into the high category, while impulsive buying falls into the moderate category. Individually, financial literacy has a significant negative effect on impulsive buying (β = -0.315; p = 0.001), as does self-control (β = -0.192; p = 0.007). Simultaneously, both variables significantly influence impulsive buying (p < 0.001). These findings demonstrate that the ability to understand and manage finances, as well as the ability to exercise self-control, play a role in curbing impulsive buying tendencies among Generation Z. The study implies that strengthening financial literacy and self-control can serve as a preventive measure to foster more rational consumption behavior. ]]>
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