Abstract:
This study aims to examine the influence of personal financial planning,
financial health, and personal decision-making on impulsive buying behavior
among e-commerce users. In the digital era, the rapid growth of e-commerce not
only offers convenience in transactions but also encourages impulsive purchasing
behavior, which can affect an individual's financial stability. The research uses a
quantitative approach, collecting data through questionnaires distributed to
respondents and analyzing it using multiple regression analysis with the help of
SPSS. The findings indicate that personal financial planning, financial health, and
investment decision-making each have a significant effect on impulsive purchasing
behavior. These results underscore the importance of financial literacy and
awareness in managing personal finances to reduce the tendency to make impulsive
purchases.
