Impulsive Buying in Banyumas Cashless Era

Herna Rizaldi · Musfirah Majid · Teguh Purwanto

Jan 2026 · Penerbit NEM

About this ebook

Have you ever wondered why it is so difficult to resist clicking "Buy Now" when a discount pops up on your phone, or why spending feels so much lighter when we swipe a card compared to pulling physical bills from a wallet? Welcome to the cashless era a time when technology has not only changed how we pay but has also reshaped how our brains make decisions.

This book explores the secrets behind the rising phenomenon of impulsive buying in the digital age through the lens of consumer psychology and modern economic analysis. It uncovers how the "bridge" provided by credit cards transforms emotional urges and the quest for pleasure into immediate spending actions in the blink of an eye. The narrative deconstructs the key elements that dictate our spending behavior, from the psychology of "The Swipe" that lowers mental barriers during transactions to the overwhelming power of promotional perks like discounts and cashback that often bypass logic through a false sense of urgency. Furthermore, the author challenges the myth of hedonism by examining whether overspending is truly triggered by lifestyle alone or by the financial systems designed to facilitate it.

Written in an engaging and accessible style, this book serves as a compass for students, professionals, and general readers alike to understand the dynamic relationship between desire, technology, and money. Ultimately, this work is more than just a market analysis; it is a guide to remaining mindful and in control amidst the convenience of technology, changing the way you look at your digital wallet forever.

About the author

Herna Rizaldi, S.E., M.M. is a lecturer in the Bachelor of Management at Universitas Muhammadiyah Pekajangan Pekalongan (UMPP). Completed a master’s degree in 2021 at Universitas Jenderal Soedirman, specializing in Marketing Management. Academic productivity is reflected in his active involvement in research activities. His research interests include consumer behavior based marketing, while the courses he teaches include Consumer Behavior, Marketing Management, Marketing Research, and Marketing Seminar. Engage with the author [e-mail].

Musfirah Majid, S.E., M.M. is a lecturer in the Bachelor of Management at Universitas Muhammadiyah Pekajangan Pekalongan (UMPP). Completed master’s degree in management at Universitas Islam Indonesia in 2021. Actively engaged in research in the field of marketing and communication strategy, supported by the courses including Marketing Management, Entrepreneurship, and Marketing Strategy. Connect with the author [e-mail].

Teguh Purwanto, S.E., M.Si. is a lecturer in the Bachelor of Management at Universitas Muhammadiyah Pekajangan Pekalongan (UMPP). Completed a master’s degree in Finance from STIE Ahmad Dahlan Jakarta in 2015. His research focuses on financial management and consumer financial behavior. Actively involved in teaching courses on financial management, decision making theory, and business feasibility analysis. Contact the author [e-mail].