PENGARUH LIFESTYLE, DIGITAL PAYMENT, DAN ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP PERILAKU KONSUMTIF MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS NEGERI JAKARTA

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh lifestyle, digital payment, dan electronic word of mouth (EWOM) terhadap perilaku konsumtif mahasiswa Fakultas Ekonomi dan Bisnis Universitas Negeri Jakarta. Latar belakang penelitian ini didasarkan pada perkembangan gaya hidup modern, kemudahan transaksi melalui pembayaran digital, serta meningkatnya paparan informasi, ulasan, dan rekomendasi produk melalui media digital yang berpotensi mendorong perilaku konsumtif mahasiswa. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini adalah mahasiswa S1 FEB UNJ angkatan 2022 sebanyak 626 mahasiswa, dengan sampel sebanyak 244 responden yang ditentukan menggunakan teknik proportional random sampling. Data dikumpulkan melalui kuesioner dengan skala Likert 1-5 dan dianalisis menggunakan regresi linear berganda dengan bantuan IBM SPSS Statistics 26. Hasil penelitian menunjukkan bahwa: (1) lifestyle berpengaruh positif dan signifikan terhadap perilaku konsumtif mahasiswa, yang berarti semakin tinggi gaya hidup mahasiswa, semakin tinggi pula kecenderungan perilaku konsumtif; (2) digital payment berpengaruh positif dan signifikan terhadap perilaku konsumtif mahasiswa, yang menunjukkan bahwa kemudahan dan efisiensi transaksi digital dapat mendorong peningkatan intensitas pembelian; (3) EWOM berpengaruh positif dan signifikan terhadap perilaku konsumtif mahasiswa, yang menunjukkan bahwa paparan ulasan, opini, dan rekomendasi produk melalui media digital dapat memengaruhi keputusan konsumsi mahasiswa; dan (4) secara simultan, lifestyle, digital payment, dan EWOM berpengaruh signifikan terhadap perilaku konsumtif mahasiswa. Temuan ini menunjukkan pentingnya meningkatkan kesadaran mahasiswa dalam mengelola gaya hidup, menggunakan digital payment secara bijak, serta bersikap kritis terhadap informasi, ulasan, dan rekomendasi produk yang diperoleh melalui media digital

This study aims to analyze the effects of lifestyle, digital payment, and electronic word of mouth (EWOM) on the consumptive behavior of students at the Faculty of Economics and Business, Universitas Negeri Jakarta. The background of this study is based on the development of modern lifestyles, the convenience of transactions through digital payments, and the increasing exposure to product information, reviews, and recommendations through digital media, which have the potential to encourage students’ consumptive behavior. This study employed a quantitative approach using a survey method. The population consisted of 626 undergraduate students of FEB UNJ from the 2022 cohort, with a sample of 244 respondents determined using the proportional random sampling technique. Data were collected through a questionnaire using a 1–5 Likert scale and analyzed using multiple linear regression with the assistance of IBM SPSS Statistics 26. The results showed that: (1) lifestyle had a positive and significant effect on students’ consumptive behavior, meaning that the higher the students’ lifestyle, the higher their tendency toward consumptive behavior; (2) digital payment had a positive and significant effect on students’ consumptive behavior, indicating that the convenience and efficiency of digital transactions can encourage an increase in purchase intensity; (3) EWOM had a positive and significant effect on students’ consumptive behavior, indicating that exposure to product reviews, opinions, and recommendations through digital media can influence students’ consumption decisions; and (4) lifestyle, digital payment, and EWOM simultaneously had a significant effect on students’ consumptive behavior. These findings highlight the importance of increasing students’ awareness of managing their lifestyle, using digital payments wisely, and critically evaluating product information, reviews, and recommendations obtained through digital media