Pengaruh Kemudahan Transaksi, Promosi Digital, dan Gaya Hidup Hedonis terhadap Perilaku Impulsive Buying Pengguna QRIS di Kalangan Mahasiswa

The Effect of Ease of Transactions, Digital Promotions, and Hedonistic Lifestyle on Impulsive Buying Behavior of QRIS Users Among Students

Abstrak

Objective : This study examines the effects of transaction convenience, digital promotion strategies, and hedonic lifestyle on impulsive buying behavior among students using QRIS in Jakarta.

Methodology : Using a quantitative causal approach, data were collected from 87 students through purposive sampling and analyzed using multiple linear regression with SPSS 25.

Research results : The findings indicate that all variables significantly influence impulsive buying behavior simultaneously. Partially, digital promotion and hedonic lifestyle have a positive and significant effect, while transaction convenience has no significant impact. The model explains 68.6% of the variance in impulsive buying behavior (R² = 0.686). These results suggest that digital payment convenience has become commonplace, emphasizing the importance of digital financial literacy in controlling students’ impulsive consumption behavior.