PENGARUH GAYA HIDUP DAN LITERASI KEUANGAN TERHADAP PERILAKU KONSUMTIF BERBELANJA ONLINE PADA IBU RUMAH TANGGA DI KECAMATAN JENAWI KABUPATEN KARANGANYAR

Abstract

Abstract

This study examines the effect of lifestyle and financial literacy on online shopping behavior among housewives using quantitative primary data from 100 respondents. Data were collected through questionnaires, tested for validity, reliability, and classical assumptions, and analyzed using multiple linear regression. The results show that lifestyle has a significant positive effect, while financial literacy has a significant negative effect on consumptive behavior, with the regression equation Y = 29.889 + 0.638X1 – 0.501X2 + e. The F-test indicates both variables significantly influence online shopping behavior, with R² = 72.4%, while the remaining 25.8% is explained by other factors such as social influence, income, and other external variables. These findings highlight the importance of managing lifestyle and financial literacy to reduce excessive online shopping behavior among housewives.

     

Keywords: lifestyle, financial literacy, consumer behavior