Nik Nuraisyah Binti Nik Azmi0000-0003-3605-4257Nur Hazrini binti Mohd Zahari0000-0003-3392-4333Farhana Hanim Binti MohsinNorhayati Binti Md Isa2024-10-142024-10-142024-03-01https://doi.org/10.55057/ijbtm.2024.6.1.4https://dspace-cris.utar.edu.my/handle/123456789/1906The Buy Now Pay Later (BNPL) mechanism has emerged as a major force in the digital payments landscape, transforming consumers’ online transactions worldwide. With the rise of online shopping and the emergence of e-commerce, consumer purchase behaviour has shifted from rational to impulsive purchases. In addition, more and more online retailers and platforms are partnering with payment solution providers to offer their customers a simple and seamless payment experience. However, there are concerns about the potential negative effects of the user-friendly BNPL system, especially in terms of impulsive purchasing behaviour. This study focuses on Malaysian Millennials’ impulsive purchase behaviour using the BNPL system. It proposed a research model based on the Stimulus Organism Response (S-O-R) framework to investigate consumer response and behaviour.journal-article