Quantitative analysis reveals social media and lifestyle significantly influence consumer behavior in students, suggesting essential marketing strategies.
This study investigates how students' social media use and lifestyle influence their consumer behavior. A total of 234 students from SMA Negeri 54 Jakarta participated in this quantitative research. Data were collected using a questionnaire and analyzed using Structural Equation Modeling (SEM) with SmartPLS. The results showed that social media significantly influences lifestyle with a path coefficient of 0.791, and lifestyle influences consumer behavior with a path coefficient of 0.550. In addition, social media also influences consumer behavior directly with a path coefficient of 0.210, as well as indirectly through lifestyle as a mediating variable with a path coefficient of 0.435. These findings confirm that the use of social media and lifestyle have a significant contribution in shaping students' consumer behavior.
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Nurfauziah et al. (2025) studied this question.
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