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The rapid development of digital technology has driven a major transformation in the financial behavior of society, particularly through the swift adoption of e-commerce platforms such as Shopee, Tokopedia, and TikTok Shop in Indonesia. The convenience of digital transactions supported by various discount promotion schemes, along with differences in income levels among individuals, is presumed to shape diverse patterns of financial behavior, ranging from consumptive and impulsive tendencies to more planned financial behavior. This study aims to analyze the effect of e-commerce usage, promotional discounts, and income level, both partially and simultaneously, on the tendency toward consumptive financial behavior among e-commerce users in Tangerang City.
This study is grounded in three main theoretical frameworks, namely the Theory of Planned Behavior (TPB) developed by Ajzen (1991) to explain the effect of e-commerce usage on shopping attitudes and intentions; the Stimulus-Organism-Response (S-O-R) theory from Mehrabian and Russell (1974) to explain the mechanism of promotions and discounts as an external stimulus; and Resource Theory from Foa and Foa (1974) to explain the role of income level as a financial resource. This study employs a quantitative approach with a survey method and purposive sampling technique. Data were collected through an online Likert-scale (1–5) questionnaire distributed to active e-commerce users in Tangerang City. Out of 152 respondents who completed the questionnaire, 144 respondents met the inclusion criteria, namely being at least 17 years old, residing in Tangerang City, and actively shopping online at least three times a month. The collected data were subsequently analyzed using classical assumption tests and multiple linear regression with the assistance of SPSS version 25 software.
The results indicate that e-commerce usage (X1) has a positive and significant effect on the community's consumptive financial behavior (β = 0.240; t = 3.360; p = 0.001), meaning that the higher the intensity of e-commerce usage, the higher the tendency toward consumptive behavior. Promotions and discounts (X2) were also found to have a positive and significant effect (β = 0.514; t = 7.661; p < 0.001) and to be the most dominant predictor in the research model, indicating that price-incentive-based marketing strategies are the primary trigger for impulsive purchasing. Meanwhile, income level (X3) was not found to have a significant effect on consumptive financial behavior (β = 0.184; t = 0.613; p = 0.541), indicating that vulnerability to digital consumption cuts across income classes. Simultaneously, the F-test results show that the three independent variables together have a significant effect on the community's financial behavior (p < 0.001), with a coefficient of determination (Adjusted R²) of 0.540, meaning that 54.0% of the variation in the community's financial behavior can be explained by these three variables, while the remaining 46.0% is explained by other variables outside this research model, such as financial literacy, self-control, and social influence.
Keywords: E-Commerce, Promotional Discounts, Income Level, Financial Behavior, Theory of Planned Behavior