CONSUMPTIVE BEHAVIOR AS AN INTERVENING ON THE INFLUENCE OF RELATED FACTORS ON ONLINE PURCHASE DECISIONS
Abstrak
Consumptive behavior has become a bad habit for consumers, especially young consumers, and this is a phenomenon because this behavior cannot be avoided today in the midst of a lot of e-commerce, and changes in the function of social media which is a medium to advertise products that suit the account owner. Novelty in this study, on consumptive behavior variables that have two roles at once, as predictors and mediates variables that influence purchasing decisions. Variables such as lifestyle, social media advertising, financial literacy, and consumptive behavior are predictions of variables that influence consumer decisions in online shopping and how consumptive behavior variables as intervening variables among other variables used in this study. The data used in this research is primary data, sampling using purposive sampling techniques with non-probability sampling methods. Data analysis techniques in hypothesis testing use path analysis because between the independent variable and the dependent variable there is an influencing mediation. The result is financial literacy has no significant influence on online purchase decisions but lifestyle and social media ads has a significant influence on online purchase decisions. Based on the sobel test, it is known that consumptive behavior only mediates lifestyle to online purchase decisions.
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