Effect of Self-Concept, Reference Group, Online Shop Social Media, and Lifestyle on Consumptive Behavior of Students

摘要

This study aims to determine the effect of Self-Concept, Reference Group, Online Shop Social Media and Lifestyle On Consumptive behavior Student of Padang State University Faculty of Economics. The population in this study were all FE students UNP. The sampling technique used was accidental sampling in order to obtain a sample of 396 students. The research instrument used in the form of a questionnaire. Analysis of the data in this study using Path Analysis (Path Analysis) using SPSS 16.0 for Windows. The results showed that: (1) the self-concept affects the lifestyle, (2) the reference group does not affect the lifestyle, (3) online shop social media influence on lifestyle, (4) the concept of self-influence on consumer behavior, (5) reference group has no effect on consumer behavior, (6) online shop social media has no effect on consumptive behavior, and (7) the lifestyle influence consumptive behavior.