SELF-CONCEPT DAN LIFESTYLE MENDUKUNG KEPUTUSAN PEMBELIAN KONSUMEN MELALUI PERILAKU KONSUMEN DI MEDIA SOSIAL PADA MAHASISWA PASCASARJANA UNIVERSITAS WIJAYA PUTRA SURABAYA

Abstract

This study aims to analyze the influence of self-concept and lifestyle to support consumer purchasing decisions on social media by understanding consumer behavior. This study uses a quantitative approach with a sample of 56 postgraduate students of Wijaya Putra University. Data analysis was carried out using the Multi Regression Analysis (MRA) method with SmartPLS, which is effective for testing complex models with a limited number of samples. The results of the study indicate that self-concept has a negative but insignificant effect on consumer behavior and purchasing decisions, while lifestyle has a significant positive effect on consumer behavior and purchasing decisions, as well as the influence of consumer behavior on purchasing decisions. Consumer behavior mediates the influence of self-concept on purchasing decisions negatively but insignificantly, but has a significant positive effect when mediating the influence of lifestyle on purchasing decisions.