<![CDATA[This study aims to analyze and examine the influence of promotional programs on marketplace platforms on the rationality of student spending. A quantitative approach with a causal-associative research design was employed. Data were collected via Likert-scale questionnaires distributed to active students at the Faculty of Economics and Business, Bumigora University, during the Odd Semester of the 2025/2026 academic year who use marketplace platforms. The sample consisted of 85 students selected using purposive sampling. Data analysis was conducted using multiple linear regression with the aid of SPSS 26, encompassing t-tests, F-tests, and the coefficient of determination. The results indicate that promotional programs have a positive and significant effect on the rationality of student spending, with a regression coefficient of 0.324, a t-value of 3.314, and a significance value of 0.001. Cashback showed a regression coefficient of 0.007, a t-value of 0.071, and a significance value of 0.943, indicating no significant effect on the rationality of student spending]]>
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