Pengaruh Digital Lifestyle, Financial Goal Setting, dan Social Media Marketing terhadap Perilaku Konsumtif Mahasiswa FEB UNNES Angkatan 2025 di Era Platform Digital

Abstract

The development of digital technology and social media has brought about changes in students’ consumption patterns in the era of digital platforms. The high intensity of technology use, the ease of online transactions, and constant exposure to promotions on social media have contributed to an increase in consumerist behavior among students. This study aims to analyze the influence of digital lifestyle, financial goal setting, and social media marketing on the consumer behavior of FEB UNNES students in the class of 2025. This study uses a quantitative method with a descriptive-verification approach. The study population consists of 1,677 FEB UNNES students of the 2025 cohort, with a sample of 94 respondents determined using the Slovin formula. Data were collected via a Likert-scale questionnaire and analyzed using multiple linear regression. The results indicate that digital lifestyle has a positive and significant influence on students’ consumer behavior. Meanwhile, financial goal setting has a negative influence, although not yet significant. Conversely, social media marketing also has a positive influence on consumer behavior, although the effect is not yet significant at the partial level. Overall, these three variables explain 40% of the variation in students’ consumer behavior. This study is expected to serve as a source of information and a reference for improving digital financial literacy and managing students’ consumer behavior in the digital era.