<![CDATA[The aims of this study were: 1) to know the impact of modernity on consumption rationality, 2) to ascertain the influence of lifestyle on consumption rationality, 3) to ascertain the impact of economic literacy on consumption rationality; and 4) to know the simultaneous influence of modernity, lifestyle, and economic literacy on the consumption rationality of economics students. Multiple linear regression analysis and correlational research methods were used in this study. Questionnaires on the variables of modernity, lifestyle, and consumption rationality, as well as tests on the variables of economic literacy, were used to collect data for this study. The number of people in this review were 99 economics students and determined by using Daniel and Terrel's recipe to become 58 economics students who eventually became the sample. SPSS 20.0 for Windows was used for multiple linear regression data analysis. The results of the research data analysis reveal the following: Modernity has a positive effect on the rationality of student consumption with a sig value of 0.002 with an effect of 13.3%; The results of the research data analysis reveal the following: Modernity has a positive effect on the rationality of student consumption with a sig value of 0.002 with an effect of 13.3%; and the simultaneous effect of modernity, lifestyle, and economic literacy simultaneously influences the consumption rationality of economics students with a sig value of 0.000, with an influence of 44.6%.]]>
