<![CDATA[The rapid growth of digital financial technology, particularly e-wallet services, has changed the way university students conduct their daily financial transactions, making them faster and more practical. This convenience, however, is suspected to encourage consumptive behavior among students, a tendency that is also shaped by financial literacy and impulsive buying. This study aims to examine the effect of e-wallet usage and financial literacy on consumptive behavior, with impulsive buying positioned as a moderating variable, among students of Universitas Bina Bangsa in Serang City. A quantitative method with an associative approach was employed. Primary data were collected through questionnaires distributed to 108 active students who use e-wallets in their daily transactions, selected using simple random sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS software. The results show that e-wallet usage and impulsive buying have a positive and significant effect on consumptive behavior, whereas financial literacy has no significant effect. Furthermore, impulsive buying is proven to strengthen the positive relationship between e-wallet usage and consumptive behavior. These findings imply that students need to use e-wallets more wisely and strengthen self-control in order to avoid excessive, unplanned purchases driven by digital payment convenience and promotional offers.  ]]>
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