The rapid expansion of financial technology (fintech) has transformed consumer behavior in digital marketplaces. Behavioral finance, a field integrating psychology and economics, provides a framework for understanding consumer decision-making in this evolving landscape. This research explores how consumer preferences, cognitive biases, and digital marketing strategies influence fintech-related purchasing decisions, with a particular focus on services such as Buy Now, Pay Later (BNPL), digital price comparison, and personalized financial recommendations. Drawing upon theories like Prospect Theory, Mental Accounting, and Hyperbolic Discounting, this research highlights the impact of loss aversion, immediate gratification, and reference dependence on consumer spending behavior. Using chi-square tests, a survey-based empirical analysis (n = 140) examines the relationship between financial prudence, price sensitivity, digital influence, and fintech adoption. The results indicate that discount-searching behavior, product discovery channels, and social proof significantly shape financial habits, reinforcing the role of behavioral biases in digital financial decisions. The findings suggest that fintech companies should enhance transparency, consumer education, and financial planning tools to balance profitability with ethical financial engagement. Future research should explore the role of AI-driven personalization and predictive analytics in shaping digital financial choices.