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

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.