The Influence of Lifestyle on the Consumptive Behavior of Students of the Guidance and Counseling Study Program, PGRI University of West Sumatra

Abstract

This research was motivated by the existence of students who waste their pocket money because they are tempted to buy discounted goods, students who like to follow the hobby of hanging out in cafes until morning and students who are influenced by western culture, such as following the trend of dressing sexy. The aim of this research is to describe: 1) Lifestyle profile. 2) Consumptive behavior profile. 3) The influence of lifestyle on consumer behavior. This research uses a quantitative research method, simple linear regression analysis, a population of 408 proportional random sampling techniques with a sample size of 202. The instrument used in this research is a questionnaire. Data analysis in this research is percentage and simple linear regression. The results of this research reveal that: 1) The lifestyle profile of the students of the Guidance and Counseling Study Program at PGRI West Sumatra University is in the quite good category. 2) The consumer behavior profile of students at the Guidance and Counseling Study Program at PGRI West Sumatra University is in the quite high category. 3) The influence of lifestyle on the consumptive behavior of students in the Guidance and Counseling Study Program at PGRI University of West Sumatra is 29%. This research recommends that students adopt a good lifestyle so that they can reduce high levels of consumptive behavior