PENGARUH PENGGUNAAN E-MONEY DAN MARKETPLACE TERHADAP PERILAKU KONSUMTIF MAHASISWA DI KOTA MEDAN

Abstract

ABSTRACT Cinta Sila Puspita, NPM.71210311012, Development Economics Study Program, Faculty of Economics and Business, Islamic university of Nort Sumatera. Supervisor 1 : Dr. Milla Naeruz, SE.,M.Si and supervisor 2 : Azhar Apriandi, SE.,MM. Title The “Influence of E-Money and Marketplace Usage on Consumptive Behavior of Students in Medan City” This study aims to analyze the influence of e-money and marketplace usage on the consumptive behavior of university students in Medan City. The main issue examined is whether the use of e-money and marketplace platforms significantly affects students' consumptive behavior. This research uses a quantitative approach with a survey method, where data were collected through questionnaires distributed to 100 students from three private universities in Medan City: Universitas Islam Sumatera Utara, Universitas Muhammadiyah Sumatera Utara, and Universitas Al Washliyah. The results show that the influence of e-money and marketplace usage on students' consumptive behavior reaches 66.7%. The consumptive behaviors observed include ignoring the function or utility of products, excessive consumption, prioritizing wants over needs, and the absence of spending priorities. These findings indicate that the ease of digital transactions, discounts, cashback offers, and flexible payment methods such as paylater encourage students to engage in impulsive buying and consumption not based on actual needs. The study suggests the importance of improving financial literacy among students to help them manage their finances more wisely in the digital era. Keywords: E-money, Marketplace, Consumptive Behavior, Students, Financial Literacy