Effect of Lifestyle and Financial Literacy on Consumtive Behavior of Economic Students at Gorontalo State University

Abstract

Students are one of the groups that are vulnerable to consumptive behavior. Students belong to the late adolescent group in the age range of 18-21 years who are in an important transitional phase in life, where individuals begin to form self-identity. In this phase, individuals tend to look for an ideal self-image through appearance.  This study was conducted with the aim of analyzing the effect of lifestyle and financial literacy on the consumptive behavior of students of the Faculty of Economics, Gorontalo State University. This research was conducted in January-April 2025. located at the Faculty of Economics, Gorontal State University. The results showed that lifestyle variables and financial literacy variables had a positive and significant effect on the consumptive behavior of students of the Faculty of Economics, Gorontalo State University. Based on the results of the analysis, a significant comparison of student consumptive behavior between majors is obtained, where students majoring in management have the most significant difference in consumptive behavior compared to other majors (β = 8.006; sig = 0.001). Meanwhile, Economics students have a positive influence on consumptive behavior but not significant (β = 2.998; sig = 0.133). Compared to students majoring in accounting, it shows a negative and significant influence on consumptive behavior (β = -4.069; sig = 0.037).