<![CDATA[The phenomenon of impulse buying is increasingly prevalent among Generation Z, especially those who actively use technology and social media. This generation is vulnerable to emotional and social influences when making shopping decisions. This study aims to analyse the relationship between positive emotions and fear of missing out (FoMO) with impulsive buying tendencies in 251 Generation Z respondents. The results showed that positive emotions positively correlate with impulsive buying tendencies (r = 0.42, p < 0.05), indicating that individuals with high positive emotions are more likely to make impulsive purchases. In addition, FoMO also had a significant positive correlation with impulsive buying tendency (r = 0.48, p < 0.05), indicating that fear of missing out on trends may trigger spontaneous purchases. Regression analysis showed that these two variables together explained 36% of the variance in impulsive behaviour (R² = 0.36). These findings highlight the need for intervention strategies, such as financial literacy education, to help Generation Z manage their consumptive behaviour more wisely]]>
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