BANDWAGON EFFECT TERHADAP KEPUTUSAN KONSUMSI MAHASISWA

Abstract

This study examines the impact of the bandwagon effect on the consumption decisions of university students in South Sumatra, a phenomenon increasingly amplified by social media platforms. Employing a quantitative approach with purposive sampling, primary data from active students were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). While the measurement model demonstrated robust validity and reliability, hypothesis testing (T-statistic = 1.541; p-value = 0.123) revealed that the bandwagon effect does not significantly influence students' consumption preferences, supported by weak explanatory power (R2 = 0.067). These findings indicate a positive paradigm shift: rather than succumbing to digital trends, students exhibit rational and critical consumer behavior. They prioritize actual needs and personal financial stability over impulsive, trend-driven purchases. Ultimately, this study enriches the literature on digital consumer behavior by providing empirical evidence that cognitive resilience can successfully mitigate herd mentality. Furthermore, it highlights the necessity for educational institutions to continuously foster financial literacy programs, ensuring these rational decision-making patterns are sustained amidst aggressive digital marketing strategies.

Keywords: Bandwagon Effect, Consumption, Decision, University Students