Cashbaack Promotions on Impulsive Purchases of Shopeepay Users

Impact of development technology from product digital wallet a gainst impulse buying is a
significant phenomenon. This study aims to analyze the effect of perceived ease of use,
cashback promotions, and financial literacy on impulse buyers of shopeepay users.
Respondents used were Faculty of Business Economics students at private universities in
Padang City. This research uses a purposive sampling technique with 80 respondents. The
validity method was carried out using Confirmatory Factor Analysis (CFA), while multiple
regression analysis using the STATA application was used to test the research hypothesis. The
results showed that perceived ease of use and cashback promotions had a positive influence on
impulse purchases, while financial literacy did not show a significant effect. The contribution
of this research is to provide a deeper understanding of the factors that influence impulse
buying in the digital era, especially those related to perceived ease of use, cashback
promotions, and financial literacy in using shopeepay.