ANALISIS PERILAKU KONSUMTIF MAHASISWA GEN Z UNIVERSITAS MUHAMMADIYAH PONOROGO DALAM MEMBELI PRODUK KOSMETIK DI TOKO PONOROGO OLSHOP MURAH

ABSTRACT
Thesis: "Analysis of the Consumptive Behavior of Gen Z Students at Muhammadiyah University of Ponorogo in Purchasing Cosmetic Products at the Cheap Online Shop in Ponorogo"; Crisstika Maya Amelia Putri, Student ID Number 21420737, Development Economics Study Program, Faculty of Economics, Muhammadiyah University of Ponorogo

A frequently observed phenomenon in modern society is consumptive behavior, including among university students. Students belonging to Generation Z were born between 1997 and 2012. Generation Z has unique consumption characteristics compared to previous generations. In this era, there are increasingly more needs to be met, and it is not uncommon for people to follow trends and spend large sums of money. One example is college students. Furthermore, several shopping centers attract students. This is a factor influencing student consumptive behavior. This consumptive behavior makes students unaware because they simply follow their desires by following current trends without considering whether what they buy is beneficial to their needs. Therefore, this study aims to determine the influence of price, pocket money, motivation, and product quality on the consumer behavior of Gen Z students when purchasing cosmetic products at Ponorogo Olshop Murah. This study used a quantitative approach. The population in this study were Gen Z students at Muhammadiyah University of Ponorogo who had purchased cosmetic products at Ponorogo Olshop Murah. The sampling method used a non-probability sampling technique. A total of 100 students were recruited. Data were collected using a questionnaire and analyzed using Multiple Linear Regression. The results of this study indicate that price and pocket money have a negative and significant influence on student consumer behavior, while motivation and product quality have a positive and significant influence on student consumer behavior.

Keywords: Consumer Behavior, Price, Student Pocket Money, Motivation, Product Quality.