Abstract

General Background: Rising access to information and digital platforms has transformed consumption habits among youth, particularly students. Specific Background: Overseas students often face unique financial and social adjustments, making them susceptible to excessive spending. Knowledge Gap: While prior studies have discussed general student consumption, few have focused on overseas students and the role of peer influence, lifestyle, and social media combined. Aims: This study investigates the relationship between social media use, peer relationships, and lifestyle with the consumptive behavior of overseas students at UIN Sumatera Utara. Results: Using a quantitative approach and data from 75 respondents, the findings show that social media and lifestyle are positively and significantly associated with consumptive behavior, while peer influence is not statistically significant. Novelty: This study contributes by centering on migrant students in a developing country context, highlighting that lifestyle choices and media exposure override peer pressure in shaping spending habits. Implications: These results suggest that interventions aiming to reduce excessive consumption among overseas students should prioritize media literacy and financial awareness over peer-group regulation.
Highlights:

1. Lifestyle is the strongest predictor of excessive student spending.

2. Peer influence does not significantly drive consumptive behavior.

3. Social media exposure correlates with increased purchase frequency.

Keywords: social media, lifestyle, student behavior, consumption, overseas students

Introduction

Indonesian society is currently very spoiled with various choices of information and communication technology in everyday life [1]. Where the impact has been felt after the emergence of many shopping centers and the ease with which people can get various goods. Consumer satisfaction will be achieved if the quality of the products and services provided is in accordance with their needs [2]. The development of technology and information has greatly influenced consumptive behavior. Therefore, there is an increasing urge to find ways to fulfill need satisfaction. Romer claims that since people can utilize technology without paying for it, it is also an endogenous component of economic growth [3].

The consumption level of the Indonesian population has always increased from year to year [4]. The Central Bureau of Statistics (BPS) 2024 recorded the consumption level of the Indonesian people in 2024 at IDR 12.34 million per year. This figure increased by 3.71% compared to 2023 which was recorded at Rp11.89 million per year. Head of BPS, Amalia Adininggar Widyasanti, revealed that the increase was driven by an increase in consumption patterns and people's income [5].

To understand consumptive behavior in a more structured way, this study uses the Theory of Planned Behavior (TPB) developed by Ajzen. TPB explains that a person's behavior is influenced by three components: attitudes toward behavior, subjective norms, and perceived behavioral control. In the context of student consumption, attitudes (such as seeing consumption as enjoyable), peer pressure (subjective norms), and access to financial or technological resources (control) are key elements that drive behavior [6].

In addition, this study adopts Consumer Culture Theory (CCT), which explores how cultural meanings, social status, and identity are expressed through consumption. CCT highlights how students, especially migrants, form and reinforce their identity through the consumption of goods and services influenced by lifestyle and digital exposure [7].

There are many behaviors or habits in people's lives that have become traditions in everyday life [8]. Consumer shopping motivation affects the form of consumer behavior. Students are a group of consumers who tend to be consumptive. Students are specifically targeted for marketing various industrial goods because of their unstable, specific, and impressionable nature, which in turn encourages the emergence of many symptoms in unreasonable purchasing behaviour [9]. This event can be found in students in the city of Medan, especially overseas students of UIN Sumatera Utara. Overseas students are students who leave their hometowns to seek knowledge that will later return home [10].

Consumptive behavior is a phenomenon that plagues many people's lives today. Consumptive behavior that occurs in society can be seen from income and living habits that are increasingly heading towards luxury and excess [11]. Consumptive behavior is the tendency of individuals to behave excessively in purchasing things that were not previously planned [12].

One of the characteristics of consumptive behavior is being wasteful in allocating expenses [13]. Of course this is not in accordance with the consumption behavior of Muslims. As the largest Muslim community in the world, Islam has placed emphasis on the implementation of a halal and reasonable lifestyle as an important aspect of daily life [14]. In essence, the concept of Islam as a mercy for all nature can be achieved by implementing and enforcing Islamic law in a comprehensive manner [15]. In the Qur'an Surah Taha (20) verse 81 Allah says [16]:

كُلُواْ مِن طَيِّبَٰتِ مَا رَزَقۡنَٰكُمۡ وَلَا تَطۡغَوۡاْ فِيهِ فَيَحِلَّ عَلَيۡكُمۡ غَضَبِيۖ وَمَن يَحۡلِلۡ عَلَيۡهِ غَضَبِي فَقَدۡ هَوَىٰ ٨١

Meaning:[Saying], "Eat from the good things with which We have provided you and do not transgress [or oppress others] therein, lest My anger should descend upon you. And he upon whom My anger descends has certainly fallen." [17]

Consumptive behavior is influenced by 4 factors, namely cultural factors, social factors, personal factors and psychological factors [18]. From this theory, social media is included in the category of social factors that influence a person's consumptive behavior. The ease of getting something through social media, the desire for an item that is trending without taking into account functional value, and the environment that influences consumptive behavior [19].

In addition, students' consumptive behavior is influenced by peers in meeting their needs. Peers are a group of people of approximately the same age and status who think and act together [20]. Peers who are considered competent and knowledgeable to influence the development of individual attitudes and behaviors are included in the list of reference group influence factors [21]. This influence can have both direct and indirect effects. The peer group area is also efficient in ensuring customer attitudes [22]. Students often gather with their peers to share with each other about many things including lifestyle.

Lifestyle factors are also factors that influence a person to carry out consumptive activities. The term lifestyle was originally introduced by sociologist Max Weber, who said that status, which is mainly determined by a person's lifestyle, is more determined by how a person consumes than how a person produces [23].

As explained earlier, the main concern of this study is on overseas students of UIN Sumatera Utara in consumption activities, which distinguishes it from previous studies. In a new environment overseas students have to adapt more to the new setting and meet with individuals from various cultural origins. Migrant students are expected to manage their own money wisely because they are given the responsibility to be smart in managing their own finances earned every month without parents [24].

Some of the overseas students they move from a village that is still untouched by various kinds of technology, information and communication options will experience culture shock [25]. This makes migrants faced with a number of challenges including the influence of consumptive behavior and will lead them to follow the flow of consumerism especially in big cities like Medan. Therefore, migrant students need qualified self-adjustment skills.

By integrating the Theory of Planned Behavior and Consumer Culture Theory, this study seeks to provide a more comprehensive explanation of the behavioral tendencies of migrant students in the face of social media, peer dynamics, and modern lifestyle choices. These theories strengthen the analytical framework to interpret the phenomenon of excessive consumption among students in Islamic academic environments.

Method

This research uses a quantitative survey method aimed at testing hypotheses based on measurable variables. The study was conducted at Universitas Islam Negeri Sumatera Utara (UIN Sumatera Utara), specifically targeting overseas students (students living away from their family homes for the purpose of education). These students were chosen as the population because they represent a vulnerable group that must adapt independently to new environments, lifestyles, and social pressures, which can influence their consumptive behavior.

The total population of overseas students at UIN Sumatera Utara could not be fully identified due to limitations in centralized demographic records. Therefore, a purposive sampling technique was employed with the assumption that the selected sample could represent the behavior of the population. The authors adopted the sampling formula from Hair et al. (2014), which suggests a sample size of 5–10 times the number of variable indicators [26]. This study used 15 indicators (5 for each independent variable: social media, peers, and lifestyle), resulting in a minimum sample size of 75 respondents (15 × 5 = 75).

The choice of 75 respondents is considered adequate for basic statistical analysis using SPSS and for achieving minimal statistical power. However, the limitation of this sample size is the lack of generalizability to all UIN Sumatera Utara overseas students. Future studies with a larger, random sample may enhance the representativeness and external validity.

This study uses both primary and secondary data. Primary data were obtained directly from the field through structured questionnaires distributed to students. Secondary data were gathered from literature, previous studies, and official university documents [27].

The data collection instrument used was a closed-ended questionnaire designed with a Likert scale (ranging from "strongly disagree" to "strongly agree") to measure students’ agreement with various statements reflecting their social media usage, peer interaction, lifestyle orientation, and consumptive behavior.

The advantages of this quantitative survey approach include the ability to collect standardized responses from a relatively large group efficiently, and the use of statistical analysis to identify relationships between variables. However, this method also has limitations, including potential bias in self-reported data, the inability to explore deeper subjective meanings behind behaviors, and the risk of oversimplifying complex sociocultural influences through numerical data.

The collected data were analyzed using IBM SPSS version 25, applying various statistical tests such as the Validity and Reliability Test, Classical Assumption Test (Normality, Multicollinearity, Heteroscedasticity), Multiple Linear Regression, and Hypothesis Testing (t-test, F-test, and Determinant Coefficient Test).

Results

Data testing is carried out using the Data Quality Test (Validity and Reliability Test), Classical Assumption Test, (Normality, Multicollinearity, and Heteroscedasticity Test), Multiple Linear Regression Analysis, and Hypothesis Test (Determinant Coefficient Test (R2), Partial (t), and Simultaneous Test (f).

Validity Test

The question is declared valid if the correlation coefficient value (r count) is greater than the r table coefficient value and the calculation result is positive. For degree of freedom, it is obtained from the number of samples or the number of respondents minus 2 (df = N-2). In this study 75-2 = 73, with a significant Alpha level of 5% so that the r table value is 0.2272.

Figure 1.Validity Test Results

From the figure 1, it can be seen that r count > from r (0.2272) and is positive. Thus the questions are said to be valid.

Reliability Test

A questionnaire is said to be reliable if the Cronbach Alpha value is > 0.60. The results of the reliability test can be seen in the table 1.

The table 1 shows that each variable has Cronbach Alpha > 0.60. Thus the variables of Social Media, Peers, Lifestyle and Consumptive Behavior can be said to be reliable.

Normality Test

The normality test aims to test whether in the regression model the dependent variable and the independent variable both have a normal distribution or not [28]. In this study, the normality test was carried out by looking at the Kolmogorov Smirnov test:

Figure 2.Normality Test Results

The Normality Test in figure 2 in the Kolmogrov-Smirnov test shows that the data is normally distributed, because the Asymp sign value. 0.200 > 0.05, it can be concluded that the data is normally distributed.

It can be seen from the figure 3 and figure 4 that all data is normally distributed. Because the data has a bell-like pattern and on the P-P Plot graph the data distribution (dots) follows the line and is still around the diagonal line. So, the regression model fulfills the assumption of normality.

Figure 3.Histogram

Figure 4.PP Plot graph

Multicollinearity Test

Figure 5.Multicollinearity Test Results

Based on the figure 5, the tolerance value of the independent variables (Social Media, Peers, and Lifestyle) > 0.10 and the VIF value < 10, it can be concluded that the four variables do not occur multicollinearity.

Heteroscedasticity Test

Figure 6.Heteroscedasticity Test Results

1. The Significance Value of the Social Media Variable is 0.751 > 0.05, so there is no Heteroscedasticity.
2. The Significance Value of the Peer Variable is 0.095 > 0.05, so there is no Heteroscedasticity.
3. The Significance Value of the Lifestyle Variable is 0.693 > 0.05, so there is no Heteroscedasticity.

Multiple Linear Regression Analysis

Multiple linear regression equation analysis is used to determine the effect or relationship between the dependent variable and the independent variable [28].

Figure 7.Multiple Linear Regression Analysis

The figure 7 shows that the relationship between the independent variable and the dependent variable is linear. Multiple linear regression analysis is used to determine the effect of the independent variable on the dependent variable:

Y = a + b₁X₁ + b₂X₂ + e

Y = 1.137 + 0.141X₁ + 0.369X₂ + 0.373X₃ + e

The interpretation of the regression equation model above is as follows:

1. The constant coefficient of 1.137 states that if social media, peers, and lifestyle are ignored or equal to zero, then consumptive behavior (Y) is 1.137.
2. The regression coefficient X₁ is 0.141, which means that every 1% increase in social media will increase consumptive behavior by 0.141 and vice versa.
3. The regression coefficient X₂ is 0.369, which means that every 1% increase in peers will increase consumptive behavior by 0.369 and vice versa.
4. The X₃ regression coefficient is 0.373, which means that every 1% increase in lifestyle will increase consumptive behavior by 0.373 and vice versa.

The t or partial test is generally used to determine the effect of the independent variable (X) partially has a significant effect on the dependent variable (Y). The value of the t table can be calculated with df = n-k, where n is the number of samples and k is the number of independent variables. Then df = 75-3 = 72, with a df value of 72 and α = 5% or 0.05, it is seen from the t table value of 1.99346.

Figure 8.Partial Test Results (t)

Based on the figure 8, the t-test results are as follows:

1. On social media variables, the t value is 2.945 with a t table of 1.99346, so the value is 2.946 .> 1.99346. While the significant value is 0.002 < 0.05. So it can be concluded that social media is Ha accepted and H₀ rejected, meaning that social media affects the consumptive behavior of UIN Sumatera Utara overseas students.
2. In the peer variable, the t value is 1.799 with a t table of 1.99346, then 1.799 < 1.99346. While the significant value on the peer variable is 0.076 > 0.05. So it can be concluded that peers are Ha rejected and H₀ accepted, meaning that peers have no effect on the consumptive behavior of UIN Sumatera Utara overseas students.
3. In the lifestyle variable, the t value is 11.610 with a t table of 1.99346, then 11.610 > 1.99346. While the significant value on the lifestyle variable is 0.000 < 0.05. So it can be concluded that lifestyle is Ha accepted and H₀ rejected, meaning that lifestyle affects the consumptive behavior of UIN Sumatera Utara migrants

Simultaneous Test (F)

Figure 9.Simultaneous Test

From the figure 9, the calculated F value is 11,654 > F table 2.73 and the significant value is 0.000. This test means that the significance of 0.000 < 0.05, it is concluded that there is an influence of social media, peers and lifestyle on consumptive behavior together or simultaneously on UIN Sumatera Utara overseas students.

Determinant Coefficient Test (R2)

The coefficient of determination (R2) is a number that explains or serves to determine the contribution or contribution given by one or more X variables to variable Y by looking at the R Square value[28].

Figure 10.Determinant Coefficient Test

From the figure 10, it is known that the coefficient of determination R Square is 0.630 or 63% and the remaining (100% - 63%) = 37% is explained by other variables not included in this study.

Discussion

The Effect of Social Media on the Consumptive Behavior of UIN Sumatera Utara Overseas Students

Based on the research results obtained, the probability value of the social media variable is 0.000 < 0.05. It can be concluded that individually social media variables have a significant effect on consumptive behavior. This is in accordance with the hypothesis proposed [29]. This research is in accordance with research conducted by Firyal looking at social media on consumptive behavior which shows conformity with the hypothesis. The results of this study reveal that student social media has an effect on consumptive behavior. The existence of convenience, trust, and quality of information will affect the frequency of shopping for overseas students. Basically, students prefer flexible things in accordance with technological developments [30].

The Influence of Peers on the Consumptive Behavior of Overseas Students of UIN Sumatera Utara

The regression results show that there is no influence between peers on the consumptive behavior of overseas students. It can be seen in the significant value of 0.076 > 0.05 which indicates that the peer variable does not affect the consumptive behavior of UIN Sumatera Utara overseas students. The results of the researcher's analysis, social interactions that occur in the environment of these overseas students' peers do not contribute greatly to changes in the behavior of students who have an impact on their social activities [31]. This can occur due to a positive peer environment, difficulty adjusting, being yourself, and not focusing on the judgment of others. This is in accordance with research[32] which shows that peer variables do not affect consumptive behavior.

The Effect of Lifestyle on Consumptive Behavior of UIN Sumatera Utara Overseas Students

The results of data analysis show that there is an influence between lifestyle on consumptive behavior, it can be seen in the significance value of lifestyle 0.000 < 0.05. So it can be concluded that the more lifestyle choices faced and lived by overseas students will increase consumptive behavior. This research is in line with Ismi Khairiah's research, where lifestyle has a relationship with consumptive behavior. Whereas Islam has placed emphasis on the application of a halal and reasonable lifestyle as an important aspect of daily life [33].

The Effect of Social Media, Peers and Lifestyle on the Consumptive Behavior of UIN Sumatera Utara Overseas Students

Based on the results of the tests that have been carried out, it can be concluded that social media and lifestyle have a positive and significant effect on the consumptive behavior of overseas students. Then it is known that peers do not have a positive effect on consumptive behavior, because it is found that UIN Sumatera Utara migrants have a low level of desire to follow and imitate so that peers do not affect consumptive behaviour [34].

Conclusion

This study concludes that social media and lifestyle significantly influence the consumptive behavior of overseas students at UIN Sumatera Utara, while peer influence is not a significant determinant. The findings reflect the growing impact of digital exposure and individual lifestyle preferences over interpersonal influence in shaping consumption patterns among university students. Social media acts as a catalyst that facilitates and normalizes consumerism, while lifestyle choices serve as expressions of personal identity and aspirations. In contrast, peer pressure appears to have limited influence, possibly due to the students’ adaptive maturity and self-regulation.

From a theoretical standpoint, these findings reinforce the relevance of the Theory of Planned Behavior (TPB)—particularly the role of attitudes and perceived behavioral control—in explaining student consumption behavior. Additionally, Consumer Culture Theory (CCT) helps interpret how lifestyle and digital culture shape identity through consumption.

The results of this study imply a need for universities and student welfare institutions to enhance financial literacy education among students, especially migrants, to build awareness of responsible consumption. Counseling programs could incorporate modules on digital influence and identity-based consumption to encourage more critical, value-based spending behavior. Educational stakeholders may also develop digital campaigns that promote modest lifestyles in accordance with Islamic ethical values, balancing modern consumption trends with religious principles.

Given that the coefficient of determination (R² = 0.630) indicates that 37% of the variance in consumptive behavior is explained by other factors not examined in this study, future research could include additional variables such as religiosity, financial literacy, parental influence, or self-control. Moreover, further studies could apply mixed-method approaches to explore the underlying motivations and cultural interpretations of student consumption behavior in more depth. Comparative research between local and overseas students, or between students at Islamic vs. non-Islamic universities, could also offer valuable insights into contextual differences in consumption behavior.

Acknowledgement

The author would like to thank all those who have supported this research, so that this research can run well. Especially to the campus who has guided and equipped me with knowledge so that I can realize it through this writing.

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