<![CDATA[This study investigates the influence of ShopeePay usage and cashback promotions on the consumptive behavior of university students. The research is motivated by the increasing popularity of digital payment systems and promotional strategies that encourage impulsive buying among young consumers. Using a quantitative research design, the study employs multiple regression analysis both partially and simultaneously to examine the relationship between ShopeePay, cashback promotions, and consumer behavior. The findings reveal that ShopeePay has a significant impact on students’ consumptive behavior; the easier and more convenient the transaction process, the higher the tendency of students to make purchases, including impulsive ones. Similarly, cashback promotions significantly affect students’ spending behavior, as attractive and transparent cashback offers motivate them to shop more frequently, even for non-essential products. When tested simultaneously, both ShopeePay usage and cashback promotions show a significant combined effect on consumptive behavior. These results indicate that the convenience of digital payment methods and the appeal of promotional incentives play a crucial role in shaping consumer tendencies that are emotional, impulsive, and lifestyle-driven. The implications of this study highlight the need for increased financial literacy and awareness among students to foster more rational and responsible consumption patterns in the digital era. ]]>
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