PERAN PROMO DAN CASHBACK DOMPET DIGITAL TERHADAP PERILAKU KONSUMTIF MAHASISWA: STUDI LITERATUR - Nur Fadilah; Sujarwo Sujarwo; Desy Safitri (Universitas Jabal Ghafur, 2026)
ABSTRACTThe rapid development of digital technology has transformed consumption patterns, especially among university students who are heavy users of digital wallets. Various promotions and cashback features offered by digital wallet applications are believed to trigger consumptive behavior. This study aims to analyze the role of digital wallet promotions and cashback on the consumptive behavior of university students through a literature review approach. The method used is library research by collecting, identifying, analyzing, and synthesizing relevant literature published between 2020 and 2025, obtained from Google Scholar, Garuda Kemdikbud, Sinta, and Semantic Scholar databases. The results show that digital wallet promotions and cashback have a significant positive influence on students' consumptive behavior by encouraging impulsive buying, blurring the distinction between needs and desires, and reducing financial sensitivity. These findings are explained through Baudrillard's Consumptive Behavior Theory and the Technology Acceptance Model (TAM). It is recommended that students enhance their financial literacy to use digital wallets more wisely and avoid excessive consumptive behavior. Keywords : cashback, digital wallet, consumptive behavior, promotion, university students ABSTRAKPerkembangan teknologi digital yang pesat telah mengubah pola konsumsi masyarakat, khususnya di kalangan mahasiswa yang merupakan pengguna aktif dompet digital. Berbagai fitur promo dan cashback yang ditawarkan aplikasi dompet digital diyakini mampu memicu perilaku konsumtif. Penelitian ini bertujuan untuk menganalisis peran promo dan cashback dompet digital terhadap perilaku konsumtif mahasiswa melalui pendekatan studi literatur. Metode yang digunakan adalah library research dengan mengumpulkan, mengidentifikasi, menganalisis, dan mensintesis literatur relevan dari tahun 2020 hingga 2025 yang diperoleh dari database Google Scholar, Garuda Kemdikbud, Sinta, dan Semantic Scholar. Hasil penelitian menunjukkan bahwa promo dan cashback dompet digital berpengaruh positif dan signifikan terhadap perilaku konsumtif mahasiswa, mendorong pembelian impulsif, mengaburkan batas antara kebutuhan dan keinginan, serta menurunkan sensitivitas finansial mahasiswa. Temuan ini dijelaskan melalui Teori Perilaku Konsumtif Baudrillard dan Technology Acceptance Model (TAM). Disarankan agar mahasiswa meningkatkan literasi keuangan sehingga dapat menggunakan dompet digital secara lebih bijak. Kata kunci: cashback, dompet digital, perilaku konsumtif, promosi, mahasiswa