The Influence Of Financial Literacy And Lifestyle On Student Consumptive Behavior In The Digital Era (A Study of Students at ITEBIS PGRI Dewantara Jombang)

Abstract

Research aim :
This study analyzes the influence of financial literacy and lifestyle on consumer behavior among college students at ITEBIS PGRI Dewantara Jombang, Indonesia, in the context of digital transformation driven by e-commerce and social media platforms. Design/Methode/Approach :
Quantitative research using purposive sampling surveyed 93 active college students. Financial literacy was measured via validated scales assessing knowledge, behavior, and attitudes; lifestyle covered social orientation, activities, and interests; consumer behavior included impulsivity, online spending, and brand loyalty. Data collected through questionnaires were analyzed using SPSS for direct and indirect effects testing.
Research Finding :
Financial literacy negatively moderates impulsive buying while lifestyle positively influences digital consumption patterns. Students with higher financial literacy demonstrate more rational spending habits that offset lifestyle-driven excessive consumption in online shopping environments.
Theoretical contribution/Originality :
Contributes to consumer behavior theory in emerging markets by demonstrating financial literacy's moderating role against lifestyle pressures in digital consumption contexts, particularly among digitally-native college students in Indonesia.
Practitionel/Policy implication :
Universities should implement targeted financial education programs emphasizing rational decision-making to counter digital temptations. Policymakers and educators need to promote financial well-being initiatives addressing impulsivity and lifestyle influences on young consumers. 
Research limitation :
Limited to 93 students from single institution (ITEBIS PGRI Dewantara Jombang), potentially affecting generalizability. Self- reported questionnaire data may introduce response bias. Study focuses specifically on college students, excluding broader demographic segments.