PERILAKU KONSUMEN BERDASARKAN STATUS SOSIAL EKONOMI, LITERASI EKONOMI, DAN GAYA HIDUP (Survei Eksplanatori pada Mahasiswa Strata 1 (S1) Universitas Swasta di Provinsi Banten)

Abstract

ABSTRAK Masalah dalam penelitian ini adalah perilaku konsumsi mahasiswa yang cenderung konsumtif. Tujuan penelitian untuk mengetahui: (1) status sosial ekonomi, literasi ekonomi, gaya hidup dan perilaku konsumsi mahasiswa (2) pengaruh status sosial ekonomi terhadap literasi ekonomi (3) pengaruh status sosial ekonomi dan literasi ekonomi terhadap gaya hidup (4) pengaruh status sosial ekonomi, literasi ekonomi, dan gaya hidup terhadap perilaku konsumsi mahasiswa. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey eksplanatori. Subjek penelitian yaitu mahasiswa semester VII Program Studi Manajemen pada Universitas swasta di Provinsi Banten. Populasi 3.785 dan sampel 363 responden. Data dianalisis dengan menggunakan analisis persentase crosstab, dan path analysis. Hasil penelitian: (1) status sosial ekonomi orang tua, sebagian besar berpendidikan menengah dan berpendapatan menengah, literasi ekonomi rendah, gaya hidup cukup tinggi, dan perilaku konsumsi cenderung konsumtif (non rasional) (2) Status sosial ekonomi berpengaruh positif signifikan terhadap literasi ekonomi (3) status sosial ekonomi tidak berpengaruh terhadap gaya hidup, namun literasi ekonomi berpengaruh positif signifikan terhadap gaya hidup (4) Status sosial ekonomi, literasi ekonomi, dan gaya hidup berpengaruh langsung positif signifikan terhadap perilaku konsumsi mahasiswa. Literasi ekonomi juga berpengaruh tidak langsung positif signifikan terhadap perilaku konsumsi mahasiswa, dan secara simultan berkontribusi terhadap perilaku konsumsi mahasiswa. Berdasarkan hasil penelitian tersebut, dirumuskan consumer education model, sebagai sebuah model hipotetik untuk meningkatkan literasi ekonomi pada mahasiswa. ABSTRACT The problem in this study research was the consumption behavior of students which tends to be consumptive. The aims of the study were to determine: (1) socioeconomic status, economic literacy, student lifestyle and consumption behavior (2) the influence of socioeconomic status on economic literacy (3) the influence of socioeconomic status and economic literacy on lifestyle (4) the influence of the social status economy, economic literacy, and lifestyle on student consumption behavior. This study used a quantitative approach with an explanatory survey method. The research subjects were 7th semester students of the Management Study Program at a private university in Banten Province. The population is 3,785 and a sample of 363 respondents. Data were analyzed using crosstab percentage analysis and path analysis. The results of the study: (1) parents socioeconomic status, most of whom have middle and middle-income education, low economic literacy, a fairly high lifestyle, and consumption behavior tends to be consumptive (non-rational) (2) Socio-economic status has a significant positive effect on economic literacy (3) socioeconomic status does not affect lifestyle, but economic literacy has a significant positive effect on lifestyle (4) Socio-economic status, economic literacy, and lifestyle have a significant positive direct effect on student consumption behavior. Economic literacy also has a significant positive indirect effect on student consumption behavior and simultaneously contributes to student consumption behavior. Based on the research results, a consumer education model was formulated as a hypothetical model to improve student economic literacy