<![CDATA[This study aims to examine the phenomenon of consumerism as part of the lifestyle of university students in the current era. The advancement of digital technology, social media, and easy electronic payment methods has changed how students shop, making them more likely to spend too much. This study uses a descriptive method with a qualitative approach. The subject of this research is students who entered the 2025 cohort at the Faculty of Social Sciences, Department of Civic Education and Citizenship, Medan State University. Data collection techniques involve observing, having direct conversations, and reading relevant written materials. Research results show that students' consumer behavior is seen through their habit of buying trending products, frequently shopping online, and being interested in promotions displayed on social media. The main factors influencing this behavior are the impact of social media, the convenience of digital transactions, the social environment, modern lifestyle, and the level of financial knowledge among students. Spending too much makes it easier to get the things you want to buy, but it can also lead to higher expenses and difficulty in managing money. Therefore, it is important to improve understanding of finance and increase students' awareness in managing their money so they can live more wisely, more productively, and more critically in facing the changes of the times).]]>
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