I. ABSTRACT

Research on impulsive purchase behavior has been extensively studied, focusing on the
psychological factors and causes. The rise of technology and social media has significantly
influenced social interactions, communication styles, and shopping habits. Buy-now-pay-later
(BNPL) options have emerged as a new trend, providing customers more flexibility in managing
payments. Social media plays a crucial role in impulsive purchasing, as exposure to advertisements
and influencers can trigger impulsive urges. Additionally, short-term financing options like BNPL
make impulsive spending more convenient. Psychological theories such as the Reward System and
the Justification Theory have been instrumental in explaining impulsive purchasing behavior. The
connection between social media pressure, BNPL financing, and impulsive buying behavior
remains an area requiring further exploration. A study at Olivarez College Tagaytay examines how
social media pressure impacts impulsive buying behavior and BNPL financing, promoting
responsible financial decision-making and identifying potential interventions to mitigate
associated risks.