<![CDATA[Penelitian ini memiliki tujuan guna mengetahui Pengaruh Kepercayaan, Kemudahan Penggunaan, Harga. Dan Gaya Hidup Terhadap Perilaku Konsumtif Mahasiswa Umy, penelitian ini diadakan karena ingin mengetahui seberapa besar pengaruh Kepercayaan, Kemudahan Penggunaan, Harga. Dan Gaya Hidup Terhadap Perilaku Konsumtif Mahasiswa Umy. Selain itu, peneliti juga mengalami sendiri ketika berbelanja online untuk diperbandingkan antara marketplace satu sama lain. Subjek penelitian ini merupakan Mahasiswa Universitas Muhammadiyah Yogyakarta. Penelitian ini memanfaatkan teknik penghimpunan sampel melalui metode purposive sampling. Penghimpunan data dilaksanakan lewat google form. Data yang didapatkan sebanyak 371, selanjutnya diolah dengan memakai analisis regresi linier berganda. Menurut analisis data yang sudah dilaksanakan variabel Kepercayaan berdampak positif dan signifikan kepada Perilaku Konsumtif dengan nilai koefisien sebesar 0,113. Variabel Kemudahan Penggunaan berdampak positif serta signifikan kepada Perilaku Konsumtif dengan nilai koefisien sebesar 0,121. Variabel Harga berdampak positif serta signifikan kepada Perilaku Konsumtif dengan nilai koefisien sebesar 0,114. Serta Variabel Gaya Hidup berdampak positif serta signifikan kepada Perilaku Konsumtif dengan nilai koefisien sebesar 0,319. This study aims to determine the effect of trust, ease of use, price. And Lifestyle on Consumptive Behavior of Umy Students, this research was held because we wanted to find out how much influence Trust, Ease of Use, Price have. And Lifestyle Against Consumptive Behavior of Umy Students. In addition, researchers also experienced themselves when shopping online to compare between marketplaces with each other. The subjects of this study were students of Yogyakarta Muhammadiyah University. This study utilized a sample collection technique through purposive sampling method. Data collection is carried out via Google Forms. The data obtained were 371, then processed using multiple linear regression analysis. According to the data analysis that has been carried out, the Trust variable has a positive and significant impact on Consumptive Behavior with a coefficient value of 0.113. The Ease of Use variable has a positive and significant impact on Consumptive Behavior with a coefficient value of 0.121. The price variable has a positive and significant impact on consumptive behavior with a coefficient of 0.114. As well as Lifestyle Variables have a positive and significant impact on Consumptive Behavior with a coefficient value of 0.319]]>
