The Effect of Online Buying Decision on Personal Budget of Business Administration Students

Abstract

The influence of social media exposure, instant gratification tendencies, and marketing tactics has a significant impact on students’ financial management. Since students often have limited financial resources, understanding their spending patterns is essential to promoting responsible consumption and financial discipline. The study aims to provide insights valuable to educators, marketers, and students, contributing to discussions on youth financial literacy and digital consumerism. A descriptive-correlational research design was used, involving 153 randomly selected students as respondents. A validated questionnaire collected data on demographic characteristics, online buying behavior, and budgeting practices. The data were analyzed using descriptive and inferential statistics, including Pearson’s r and ANOVA, through SPSS software to determine the significance of relationships among variables. Findings revealed that most respondents were female students aged 18 - 24, a group highly responsive to digital trends and peer influence. Social media content, particularly influencer promotions, advertisements, and engagement features such as likes and shares, significantly shaped students’ purchase intentions. Instant gratification motives, such as buying items to relieve stress, improve mood, or express identity, also led to frequent impulsive buying. Marketing strategies like discounts, flash sales, and visually appealing advertisements further heightened the urge to make unplanned purchases. Statistical results confirmed a significant relationship between online buying behavior and poor budget management, indicating that emotional and social triggers in online shopping can weaken students’ financial control. The study concludes that excessive exposure to online marketing and impulsive consumption negatively affect students’ budgeting habits. These findings highlight the importance of integrating financial literacy and consumer education programs into academic settings. Such initiatives should focus on developing self-control, critical evaluation of online marketing influences, and sustainable spending habits among students. Future research is encouraged to design intervention programs and behavioral training that foster healthier online shopping attitudes and responsible financial management.