<![CDATA[Abstract Consumptive behavior among university students has increased along with the rapid development of digital technology and modern lifestyles. This study aims to analyze the influence of digital culture, digital payment, and peer groups on the consumptive behavior of students at the Islamic University of Malang. The research employed a quantitative approach using multiple linear regression analysis. Primary data were collected through a survey method by distributing questionnaires to 95 purposively selected respondents. The data were analyzed using instrument tests, normality tests, classical assumption tests, and multiple linear regression tests. The partial analysis results indicate that the digital culture variable does not have a significant effect on students' consumptive behavior. In contrast, the digital payment and peer group variables have a positive and significant influence on consumptive behavior. These findings suggest that the ease of access and convenience of digital transactions, along with social encouragement from peer groups, are the main factors influencing students' consumption behavior. Keywords: Digital Culture, Digital Payment, Peer Group, Consumptive Behavior]]>
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