THE INFLUENCE OF PERSONAL FINANCIAL PLANNING, FINANCIAL HEALTH, AND INVESTMENT DECISION-MAKING ON IMPULSIVE BUYING BEHAVIOR AMONG E-COMMERCE USERS.

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.