Pengaruh Aplikasi Belanja Online Dan Pembayaran Digital Terhadap Perilaku Konsumtif Mahasiswa Di Kota Palembang

This study aims to examine the influence of online shopping and digital payment applications on the consumer behavior of university students in Palembang City. This study is motivated by the rapid digital transformation that has shifted student consumption patterns from conventional methods to convenience, but which has also triggered the potential for waste and impulsive buying. The study used a quantitative approach, distributing questionnaires to 97 active student respondents in Palembang City, which were then analyzed using multiple linear regression in SPSS. The results indicate that online shopping and digital payment applications have a positive and significant impact on student consumer behavior. These findings confirm that ease of navigation, comprehensive product information, and the convenience of cashless transactions without physical money effectively minimize consumers' psychological burden when spending money, thus linearly triggering an increase in unplanned spending to meet lifestyle trends and social prestige.

Keywords: Online Shopping Applications, Digital Payments, Consumer Behavior