Analisis Faktor-Faktor yang Mempengaruhi Perilaku Konsumsi Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara

Abstract

This study aims to analyze the factors that influence the consumption behavior of students of the Faculty of Economics and Business, University of North Sumatra. With taste, lifestyle, and social media as independent variables and consumption behavior as the dependent variable. This research is based on the increasing consumption expenditure among students, which is not only influenced by basic needs but also by tastes, lifestyles, and information spread through social media.This research uses Structural Equation Modeling (SEM) analysis technique based on Partial Least Square (PLS) through SmartPLS 4.0 application. The population of this study were undergraduate students of the Faculty of Economics and Business, University of North Sumatra with a sample size of 96 respondents. The results showed that the three independent variables namely taste, lifestyle, and social media had a positive and significant effect on student consumption behavior. This research is expected to be the basis for students to be wiser in managing balanced consumption.