<![CDATA[The rapid growth of digital commerce and the intensifying use of promotional strategies such as flash sales and price discounts have substantially reshaped consumer purchasing patterns in Indonesia, particularly among Generation Z as the most digitally engaged and promotion-responsive cohort. This study was motivated by the increasing use of e-commerce and promotional programs that have fueled impulse buying among Generation Z. This study aims to examine the effect of financial literacy on impulse buying through the mediating roles of self-control and price discounts among Generation Z Shopee users in Surabaya City. This study employed a quantitative approach using a snowball sampling technique. The sample consisted of 385 Generation Z respondents residing in Surabaya. Data were analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of SmartPLS 4 software. The results indicate that financial literacy has a negative effect on impulse buying, a positive effect on self-control, and a negative effect on price discounts. Self-control negatively affects impulse buying, while price discount positively affects impulse buying. Self-control and price discounts were also found to significantly mediate the effect of financial literacy on impulse buying. In conclusion, financial literacy plays an important role in reducing impulse buying, both directly and indirectly through self-control and price discounts as mediating variables.]]>
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