| dc.description.abstract | Mobile banking is a service that makes transactions and other payments easier, because it can be done anytime and anywhere via smartphone. This convenience apparently encourages students to shop online practically and quickly, but it often getsout of hand. As a result, they become wasteful and behave consumptively, buying goodsnot because of necessity but because of the urge to follow fashion trends, prestige, andthe desire to gain social recognition. This consumerist lifestyle increases their spending far above basic needs. This research uses qualitative methods, with data collection techniques of in-depth interviews, observation and documentation. There were 10 informants in this study consisting of 2 male informants and 8 femaleinformants. This research aims to determine how consumer behavior of students at theFaculty of Economics and Business, University of North Sumatra increases with the presence of mobile banking services. The results of this research are ease of access, flexibility, promos and discounts, as well as time and energy efficiency encouraging students to use mobile banking. They love banking access anytime, anywhere, and theeconomic benefits of promos and discounts. Mobile banking allows fast and practical transactions without going to a bank or ATM. It was also found that students' consumerbehavior with mobile banking was driven by the desire for unlimited consumption andthe search for prestige. They shop online flexibly and continuously, taking advantage of easy access to purchases without time or location restrictions. Discounts and promotions encourage greater consumption. Choosing branded products increases their social status. This behavior is driven by symbolic value and prestige, not just functional needs. | en_US |
