<![CDATA[The growth of digital marketplaces has increased opportunities for students to make spontaneous purchases through promotional stimuli. This study aims to analyze the effects of price discount and income on impulsive buying and to examine digital literacy as a moderating variable among students of the Faculty of Technology, Health, and Sciences (FTEKS), Universitas Muhammadiyah Muara Bungo, in the context of marketplace Shopee. This research employed a quantitative explanatory design using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS 4. Data were collected through a five-point Likert questionnaire from 247 students selected using stratified random sampling. The results show that price discount has a positive but insignificant effect on impulsive buying, while income has a positive and significant effect. Digital literacy has no significant direct effect on impulsive buying and does not significantly moderate the relationships between price discount and impulsive buying or between income and impulsive buying. The model explains 6.7% of the variance in impulsive buying. These findings indicate that financial resources are associated with impulsive buying in the studied context, while discounts and digital literacy should be considered alongside other behavioral and situational factors. The findings may support efforts to strengthen financial management and responsible digital consumption.]]>
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