THE RELEVANCE OF QANA'AH ATTITUDE TO THE TENDENCY OF CONSUMER BEHAVIOR AMONG STUDENTS

Abstract

People's behavior in consuming goods has changed into a hobby to increase their social status. Buying goods is done just to follow trends, try new goods or products, and the desire to gain recognition from the environment, so that excessive lifestyle attitudes like this can lead to consumptive behavior. Consumptive lifestyles often occur in all levels of society, including students who are currently more focused on competing to show off what they have and ignoring their real goals as students. This study aims to determine the relationship between qona'ah attitudes and consumptive behavior in students. The design of this study is a quantitative correlational study with 50 participants; the instruments used are the Qana'ah scale and the consumptive behavior scale. The data analysis used is the Pearson product-moment correlation test. The results of this study indicate that the Pearson Correlation value is -0.279 with a significance value (p-value) of 0.000. significance value (p) of 0.000 <0.05, so it can be concluded that the attitude of qana'ah and consumer behavior have a statistically significant relationship, meaning that the created relationship does not occur by chance. The Pearson Correlation value of -0.279 indicates that there is a negative relationship between the attitude of qana'ah and consumer behavior, meaning that when the attitude of qana'ah increases, consumer behavior tends to decrease and vice versa