Analisis Faktor Perilaku Konsumtif Berbelanja Online Produk Fashion Saat Pandemi Pada Mahasiswa
Analysis of Consumptive Behavior Factors of Shopping Online Fashion Products During Pandemic In Students
Saat pandemi Covid-19 aktivitas yang dilakukan mahasiswa dirumah sangatlah terbatas, sehingga aktivitas yang sering dilakukan adalah berbelanja online dan saat membeli suatu barang tidak berdasarkan skala prioritas. Hal tersebut menunjukkan bahwa perilaku konsumtif mahasiswa saat pandemi meningkat. Penelitian yang dilakukan bertujuan untuk melakukan analisa literasi ekonomi, gaya hidup dan kontrol diri terhadap perilaku konsumtif mahasiswa. Penelitian tersebut menggunakan pendekatan kuantitatif. Analisis data yang digunakan yaitu analisa regresi linier berganda dan uji signifikansi melalui uji t, uji f dan uji koefisien determinan. Hasil penelitian membuktikan literasi ekonomi mempunyai pengaruh negatif signifikan, gaya hidup berpengaruh positif signifikan, kontrol diri tidak berpengaruh signifikan dan terdapat pengaruh secara bersama antara variabel literasi ekonomi, gaya hidup dan kontrol diri terhadap variabel perilaku konsumtif yang ditunjukkan dengan nilai F hitung 11,729 dan signifikansi 0,000 > 0,05. Dan ditunjukkan dari nilai R Square sebesar 0,395. Saat pandemi aktivitas berbelanja (online) produk (fashion) sangatlah meningkat. Hal tersebut menyebabkan meningkatnya perilaku konsumtif pada mahasiswa. Sehingga perlu adanya faktor yang dapat meminimalisir perilaku konsumtif tersebut. Melalui literasi ekonomi, gaya hidup dan kontrol diri yang baik akan dapat meminimalisir perilaku konsumtif mahasiswa dalam berbelanja.
During the Covid-19 pandemic, students' activities at home were very limited, so the most common activities were shopping online and when buying an item was not based on a priority scale. This suggests that students' consumptive behavior during the pandemic is increasing. The research aims to analyze the economic literacy, lifestyle, and self-control of students' consumptive behavior. The study used a quantitative approach. Data analysis used is multiple linear regression analysis and significance test through t-test, f test, and determinant coefficient test. The results prove that economic literacy has a significant negative influence, lifestyle has a significant positive effect, self-control has no significant effect and there is a mutual influence between the variables of economic literacy, lifestyle, and self-control to consumptive behavioral variables indicated by the F value of 11,729 and the significance of 0.000 > 0.05. And indicated by the R Square value of 0.395. During the pandemic, the activity of shopping (online) products (fashion) is greatly increased. This leads to increased consumptive behavior in students. So there need to be factors that can minimize consumptive behavior. Through economic literacy, a good lifestyle and self-control will be able to minimize the consumptive behavior of students in shopping.