DOMPET DIGITAL: BERAGAM PROGRAM PROMOSI DAN PENGARUHNYA TERHADAP PEMBELIAN SECARA IMPULSIF

This study aims to determine the effect of promotional programs on impulse buying. research was conducted 200 students. Data were processed using confirmatory factor analysis (CFA) and regression analysis. There are four indicators promotion program studied, including 1) promotions in form cashback, reward points or discounts offered by digital wallets very profitable; 2) obtained cashback will save purchase transactions; 3) payment transactions more profitable than cash non-cash (debit/credit cards); 4) selecting tenants/retailers/shops/e-commerce/online transportation that cooperates with wallet platforms benefit from which have proven a positive significant purchases. The impulsive buying behavior shown users includes as means because they interested often making purchases without prior planning found various tenant/retail/store/e-commerce/online transportation.