Pengaruh Digital Financial Literacy dan Self Control Terhadap Post Purchase Behavior Melalui Impulsive Buying Pada Genz Pengguna E-Commerce Shopee di Kebumen

This study aims to analyze the influence of Digital Financial Literacy and Self-Control on Post-Purchase Behavior, with Impulsive Buying as a mediating variable, among Generation Z users of the Shopee e-commerce platform in Kebumen Regency. This study employs a quantitative approach using purposive sampling. The sample consisted of 100 respondents who met the criteria. Data were collected via a questionnaire and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with the assistance of the SmartPLS software. The results indicate that Digital Financial Literacy does not have a significant effect on Impulsive Buying or Post-Purchase Behavior. Self-Control does not have a significant effect on Impulsive Buying but has a positive and significant effect on Post-Purchase Behavior. Meanwhile, impulsive buying has a significant negative effect on post-purchase behavior. The mediation test results indicate that impulsive buying does not mediate the effects of either digital financial literacy or self-control on post-purchase behavior. Overall, of the seven hypotheses tested, two were accepted and five were rejected.