IMPACT OF DIGITAL MARKETING ON IMPULSIVE BUYING BEHAVIOR AMONG UNIVERSITY STUDENTS WITH MEDIATING ROLE OF BUY NOW PAY LATER AND MODERATING ROLE OF PEER INFLUENCE

Abstract

This research seeks to examine the effect of digital marketing on impulsive buying behavior, mediated by Buy Now Pay Later (BNPL) services and moderated by peer influence among university students in Petaling Jaya and Cyberjaya, Malaysia. Based on the S-O-R model, Social Learning Theory and Behavioral Finance Theory, the proposed model defines digital marketing as an external stimulus for modifying internal psychological orientations which influence impulsive purchase intention. A total of 350 questionnaires were distributed and 325 valid returned for analysis. Using SPSS and Process Macro, the results show that Digital marketing positively impacts impulsive buying behavior. The research concludes that Buy Now Pay Later (BNPL) has a significant mediating influence through reduced immediacy of costs, promoting impulse buying. Furthermore, peer influence plays a significant moderation role of this relationship, which suggest social cues to support students’ effectiveness of the digital marketing. All constructs demonstrated reliability statistics above the acceptable limits (α = 0.823–0.886). Theoretically, this study extends impulsive buying models by incorporating fintech-supported payment mechanisms and empirically it is the first of showing how social influences can drive digital consumption behavior. Practical implications underscore the importance of ethical digital marketing and financial literacy interventions for universities.