THE ROLE OF DIGITAL PAYMENT IN MEDIATING THE EFFECT OF ECOMMERCE TRANSACTION CONVENIENCE ON STUDENTS’ CONSUMPTIVE BEHAVIOR

Abstract

This study aims to analyze the role of digital payment in mediating the effect of e-commerce transaction convenience on students’ consumptive behavior. The method used is quantitative with a correlational approach. The research population includes all active students of the Faculty of Teacher Training and Education at Universitas Pancasakti Tegal, with a total sample of 88 respondents selected through proportional random sampling. Digital payment has a significant influence on consumptive behavior and is able to mediate the effect of e-commerce on consumptive behavior, with a Z value of 2.887 (Z > 1.96). E-commerce encourages impulsive purchases through ease of access and attractive offers, further reinforced by the role of digital payment, which makes transactions more practical and increases students’ tendency toward consumptive behavior. Students need to improve their financial literacy to control consumption, while educational institutions are advised to provide financial education. Future research is recommended to expand the population and include more diverse variables to gain a broader understanding of consumptive behavior.