Determinants Of Consumer Behavior Of Housewives Owning MSMEs In Semarang City

Abstract

UMKM, an acronym for Micro, Small, and Medium Enterprises, despite their small scale, make a very large and crucial contribution to our macroeconomy. It is no wonder that UMKM serve as the backbone of the Indonesian economy; though their role may seem small, they hold significant economic importance for the nation. Housewife owners of UMKM who exhibit consumptive behavior will face difficulties, such as a lack of funds for the continuity of their business. If left unchecked, this situation can lead to the bankruptcy or cessation of operations of the UMKM. This study aims to investigate whether there is an influence of Social Media, Lifestyle, Financial Literacy, and Ease of Transaction on consumptive behavior. The research also examines whether Social Media influences Lifestyle. The study employed a nonprobability sampling technique, specifically purposive sampling. Nonprobability sampling is a technique where every element or member of the population does not have an equal chance of being selected as a sample. Purposive sampling involves selecting samples based on specific considerations related to the research interest or objective. The independent variables used in this study are Social Media (X1), Lifestyle (X2), Financial Literacy (X3), and Ease of Transaction (X4), while the dependent variable is Consumptive Behavior (Y). Given that the population of housewife owners of UMKM in Pedurungan Subdistrict is very large and the exact number is unknown, the sample size for this study was determined by multiplying the number of indicators by 5 (14 indicators X 5 = 70 samples). The results of the regression analysis showed that Social Media, Lifestyle, and Ease of Transaction have an influence on Consumptive Behavior. The Social Media variable also has an influence on Lifestyle. The regression equation obtained is: Y = 0.364 X1 (Social Media) + 0.385 X2 (Lifestyle) – 0.037 X3 (Financial Literacy) + 0.275 X4 (Ease of Transaction).The hypothesis test results indicate that the variables Social Media, Lifestyle, and Ease of Transaction influence Consumptive Behavior, while the Financial Literacy variable does not influence Consumptive Behavior. The hypothesis test results for the influence of Social Media on Lifestyle were also accepted, meaning there is an influence between Social Media and Lifestyle.