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journal homepage: http://ejournal.iainkendari.ac.id/lifalah
Economic Literacy, Self-Control, Religiosity, and Consumption: A
Mediation Study on Shopee Users’ Lifestyle
Lis Supriyadi1,Rosana Eri Puspita2
1,2Faculty of Islamic Economics and Business IAIN Salatiga
e-cmail: 1lissupriyadi510@gmail.com , 2rosana.eri.p@iainsalatiga.ac.id
ARTICLE INFO
A B S T R A C T
Keywords:
Economic literacy, self-control,
religiosity, consumptive behaviour,
lifestyle
JEL classification:
DOI:
This study explores the impact of economic literacy,
self-control, religiosity, and lifestyle on consumption
behaviour among Shopee customers. The research
method utilizes path analysis to identify the influence
of lifestyle variables that have been considered. This
study’s regression analysis revealed that economic
literacy, self-control, and religiosity negatively
impacted consumptive behaviour. The variables of
economic literacy, on the other hand, have a strong
positive impact on lifestyle. Furthermore, self-control
and religiosity have a negative and minor impact on
one’s lifestyle. Lifestyle variable routes can mediate the
influence of economic literacy on wasteful behaviour in
the analytical test. On the other hand, lifestyle cannot
mitigate the impact of self-control and religiosity on
consumption.
1. Introduction
Online buying has become increasingly prevalent in people’s lives nowadays. While
everything they want to acquire is already available, many, although not all, are available
online. Shopping culture on the Internet or online services has infiltrated the old culture.
All purchasers previously had to travel to markets, stores, and outlets, and now it is simply
necessary to purchase through online services. As a result, the Internet has become a new
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Volume 7 (No.1 2022) 88-101
P-ISSN: 2541-6545, E-ISSN: 2549-6085
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access point for online retailers, replacing stores that need to catch up or depend
exclusively on consumer visits. The Internet’s and online services’ functions might create
new practical difficulties. In this society, ’s characters would be moulded into consumptive
humans who are sedentary or spoilt due to the conveniences provided by online services
(CNN Indonesia, 2018).
People in Indonesia have found it easier to shop as online services have grown and
developed. Why is this? Numerous marketplaces that provide shopping services have
sprung up due to the growth of Internet services. A marketplace platform acts as a
facilitator between sellers and buyers to facilitate online product transactions
(Sekawanmedia.co.id, 2020). As we all know, Southeast Asian marketplaces such as
Shopee, Lazada, Tokopedia, Buka Lapak, and others have sprung up (Kompas.com, 2020).
Each marketplace offers varied services, making it easier for customers to find what they
want.
According to the iPrice Indonesia meta-search site, Shopee continued to lead the
online shop competition in Indonesia in the third quarter of 2020, with 96 million monthly
visitors. Shopee is the most downloaded marketplace app on the App Store and Google Play
Store (Iprice.co.id, 2020). Shopee held an extensive campaign named 12.12 Birthday Sale on
December 12th, 2020, which shattered Shopee’s previous record with sales of 12 million
products in the first 24 minutes, or an average of 1 million things per second minute
(Kontan.co.id, 2020). Many Shopee customers purchase something based on attractive
deals, and they do so without considering their primary needs. Then there should be
consumptive behaviour, defined as a person’s inability to distinguish needs from desires
(Kotler & Keller, 2012).
Several internal and external influences influence consumer behaviour (Engel et al.,
2002). Internal influences include motivation, learning and experience processes,
personality and self-concept, economic condition, lifestyle, and attitude. External elements
include cultural concerns, social class factors, family circumstances, and reference groups.
A person’s lifestyle is applied to activities, interests, and attitudes in spending his money
and allocating his time as one of the various aspects that impact consumptive behaviour.
The individual wants and attitudes are encouraged by lifestyle, influencing product activity
and use. Lifestyle is a factor that influences a person’s decision-making process when
purchasing things (Tarigan, 2016).
Some things might influence a person based on Shopee members’ consumption
behaviour. Along with economic literacy, this ability is an economic concept that describes
a person’s ability to make decisions regarding income, savings, and money allocation
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(Pandey & Bhattacharya, 2018). The second aspect is self-control, one of the abilities a
person might cultivate and employ throughout their lives, particularly in challenging
circumstances (Ghufron & Risnawita, 2012). Likewise, when it comes to the religiosity
aspect, religious activity occurs not only when a person engages in worship activities but
also when they engage in other activities influenced by supernatural powers (Ancok, 2001).
These factors impacted Shopee consumers’ consumption and shopping habits.
2. Literature Review
a. Consumptive Behavior
Consumptive conduct refers to the inclination to overindulge in unnecessary
products to achieve maximum enjoyment. This consumption activity is worthless to
consumers because, in addition to draining income, it can potentially destroy natural
resources (Dikria, 2016).
b. Economic Literacy
LiteracyEconomic literacy is the capacity to apply financial concepts to make
decisions regarding income, savings, spending, and allocating money (Pandey &
Bhattacharya, 2012). Meanwhile, according to Sina (Kankerina, 2015), economic literacy is
a beneficial way of changing unintelligent to intelligent conduct, such as using income to
save, invest, protect, and pay the bills.
c. Self-control
Self-control is planning, guiding, organizing, and directing one’s conduct to produce
positive outcomes (Aviyah & Farid, 2014). Self-control is the ability to plan, guide,
organize, and direct actions which might result in positive outcomes. Self-control is one of
the abilities people can develop and employ throughout their lives, even when dealing with
environmental challenges (Ghufron & Risnawita, 2012).
d. Religiosity
Religiosity is a person’s internalization or delusion of religious values and belief in
religious teachings. This belief is reflected in daily acts and behaviour (Aviyah & Farid,
2014).
e. Lifestyle
A person’s lifestyle is expressed by his activities, interests, and ideas (Kotler, 2002).
So, in this case, a person’s lifestyle refers to how someone goes about his daily activities,
what they think about everything around them, and what they believe concerning himself
and the outside world.
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3. Research Method
This paper results from research into the shopping habits of Shopee users who have
spent money on the Shopee e-commerce app. Quantitative research and research involving
primary data gathered by disseminating questionnaires are examples of these research
methods.
Validity and reliability tests were employed in this study for instrument testing.
The validity test determines whether or not a question on a questionnaire is valid (Bawono,
2006). The indicator validates if the Pearson correlation value is 2-star with a significance
level 0.05. The Kaiser Meyer Olkin test, generally known as the KMO measure of sampling
adequacy, was utilized in this study, a significant comparison index in which the
correlation coefficient was observed with the magnitude of the partial coefficient. The
KMO test value must be higher than 0.50 for the factor analysis to proceed to the next step.
At the same time, reliability tests are used to measure a questionnaire’s reliability to
predict research variables. Suppose the Cronbach alpha value is higher than 0.60. In that
case, the data is reliable for measurement and research (Ardhiyanti, 2016).paper is the
result of research into the shopping habits of Shopee users who have spent money on the
Shopee e-commerce app. Quantitative research and research involving primary data
gathered by disseminating questionnaires are examples of these research methods.
Validity and reliability tests were employed in this study for instrument testing.
The validity test determines whether or not a question on a questionnaire is valid (Bawono,
2006). The indicator validates if the Pearson correlation value is 2-star with a significance
level 0.05. The Kaiser Meyer Olkin test, generally known as the KMO measure of sampling
adequacy, was utilized in this study, a significant comparison index in which the
correlation coefficient was observed with the magnitude of the partial coefficient. The
KMO test value must be higher than 0.50 for the factor analysis to proceed to the next step.
At the same time, reliability tests are used to measure a questionnaire’s reliability to
predict research variables. If the Cronbach alpha value is higher than 0.60, the data is
reliable for measurement and research (Ardhiyanti, 2016).
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Table 1. Validity test result
Variable
Question items
r Square
Description
Economic literacy
(X1)
Item 1
0,534 (**)
Valid
Item 2
0,584 (**)
Valid
Item 3
0,531 (**)
Valid
Item 4
0,686 (**)
Valid
Item 5
0,651 (**)
Valid
Self-control (X2)
Item 1
0,729 (**)
Valid
Item 2
0,833 (**)
Valid
Item 3
0,790 (**)
Valid
Religiosity (X3)
Item 1
0,438 (**)
Valid
Item 2
0,676 (**)
Valid
Item 3
0,680 (**)
Valid
Item 4
0,773 (**)
Valid
Item 5
0,814 (**)
Valid
Lifestyle (Z)
Item 1
0,763 (**)
Valid
Item 2
0,812 (**)
Valid
Item 3
0,751 (**)
Valid
Consumptive
behaviour (Y)
Item 1
0,614 (**)
Valid
Item 2
0,416 (**)
Valid
Item 3
0,703 (**)
Valid
Item 4
0,778 (**)
Valid
Item 5
0,769 (**)
Valid
Item 6
0,744 (**)
Valid
Item 7
0,746 (**)
Valid
Item 8
0,603 (**)
Valid
Source: Primary data processed, (2021)
The table above shows all the question points in this research questionnaire,
suggesting that the complete question item is valid and could be utilized for any test model.
Table 2
KMO test (Kaiser Meyer Olkin)
Variable
KMO
Barlett’s test
Economic literacy (X1)
0,624
0,00
Self-control (X2)
0,551
0,00
Religiosity (X3)
0,612
0,00
Lifestyle (Z)
0,612
0,00
Consumptive behaviour
(Y)
0,790
0,00
Source: Primary data processed,2021
The table shows the results of the Kaiser Meyer Olkin validity test, which
demonstrate that all variables have a higher impact than 0.50, indicating that the variables
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in this study could be predicted and further examined. The significant value for all variables
on Barlett’s test was 0.000, less than 0.05, showing that the indicators employed in this
study were correlated and adequate for component analysis.
Table 3
Anti Image Correlation
Variable
Question items
MSA
Economic literacy
(X1)
Item 1
0,659
Item 2
0,671
Item 3
0,661
Item 4
0,599
Item 5
0,596
Self-control (X2)
Item 1
0,786
Item 2
0,534
Item 3
0,535
Religiosity (X3)
Item 1
0,647
Item 2
0,605
Item 3
0,680
Item 4
0,640
Item 5
0,637
Lifestyle (Z)
Item 1
0,592
Item 2
0,588
Item 3
0,703
Consumptive
behaviour (Y)
Item 1
0,802
Item 2
0,746
Item 3
0,852
Item 4
0,725
Item 5
0,812
Item 6
0,828
Item 7
0,753
Item 8
0,851
Source: Primary data processed, 2021
According to the data processing results, the MSA value for each indicator is above
0.5, indicating that each indicator has the desired correlation.
Table 4. Reliability test result
Variable
Cronbach’s Alpha
Description
Economic literacy (X1)
0,607
Reliable
Self-control (X2)
0,666
Reliable
Religiosity (X3)
0,639
Reliable
Lifestyle (Z)
0,617
Reliable
Consumptive behaviour
(Y)
0,819
Reliable
Source: Primary data processed, 2021
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The reliability test results in Table 4.9 show that each variable has a Cronbach’s
alpha higher than 0.60, indicating that all variables are reliable and appropriate for use as
measuring instruments.
Purposive random sampling was utilized to collect data for the research. According
to (Sugiyono, 2016), Purposive random sampling is a research method that selects a sample
based on a set of criteria. The author used the SPSS application to analyze the data,
including the instrument test stage, statistical test, classical assumption test, and path
analysis.
Economic literacy, self-control, religiosity, lifestyle, and consumption behaviour
are operational definitions of variables in the study. Applying economic principles to make
decisions regarding income, savings, spending, and allocating money is economic literacy
(Pandey & Bhattacharya, 2012). Self-control is the ability to plan, guide, organize, and
steer one’s conduct to lead to positive outcomes (Aviyah & Farid, 2014). Religiosity is a
person’s acceptance of religious ideals, including beliefs, practices, experiences, religious
knowledge, and consequences (Glock & Stark, 1965). Consumers could be categorized
based on their lifestyles. Consumer activities (A-activities), interests (I-interests), and
opinions (O-opinions) are all expressed through common inquiries. It is commonly
referred to as the AIO statement since its measurements inquire about customer activity,
interests, and opinions (Suryani, 2013). The last kind of consumption is the urge to buy
goods that are not necessary to obtain maximum enjoyment. The consumptive activity
appears to have no positive consequences for the perpetrator since it might deplete money
while simultaneously causing trash in the environment (Dikria, 2016).
4. Result
The researchers utilized multicollinearity, heteroskedasticity, and normality test
as part of the classical assumption test.
Regression models identify relationships between independent variables;
multicollinearity tests are utilized. There should not be a correlation between independent
variables in a decent regression model. The tolerance value and Variance Inflation Factor
(VIF) both show multicollinearity. VIF is used to determine if there are any signs of
multicollinearity. If the VIF number is less than 10, no multicollinearity is assumed. All
variables in this study have VIF values of less than 10 (<10). Hence there are no signs of
multicollinearity.
The heteroskedasticity test is used to see whether there is an inequality in residual
value variants in regression analysis from one observation to another. Heteroskedasticity
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is absent in a good regression model. The Glejser test would be used to determine
heteroskedasticity. The regression model has no heteroskedasticity if the probability is
significant above the confidence level 0.05. The self-control variable has a significance
value of 0.271, the religiosity variable has a significance value of 0.980, and the lifestyle
variable has a significance value of 0.387. The economic literacy variable has a significance
value of 0.642, the self-control variable has a significance value of 0.271, the religiosity
variable has a significance value of 0.980, and the lifestyle variable has a significance value
of 0.387. By looking at the significance values of all variables with a value higher than 0.05,
heteroskedasticity does not exist for all variables. It can be concluded.
Then there is a normality test, determining whether the regression analysis is
average. This test is performed by looking at the Asymp. Sig (2-tailed) significance value; if
the value is 0.05, the distribution is assumed to be expected. The value of Asymp.Sig (2-
tailed) in this study was 0.390 > 0.05, indicating that the residual value is usually
distributed.
Table 5
Hasil Uji Statistik Model 2
Model
B
T
Sig.
Constant
30,122
8.716
0,000
Economic literacy (X1)
-0,409
-2.915
0,004
Self-control (X2)
-0,727
-3.598
0,000
Religiosity (X3)
-0,366
-3.065
0,003
Lifestyle (Z)
0,703
4.134
0,000
Source: Primary data processed, 2021
Once the classical assumptions were tested, statistical or hypothesis testing would
occur. The first hypothesis concerns the impact of economic knowledge on Shopee
customers’ purchasing habits. According to the table of the significant value of the
economic literacy variable, it has a sig of 0.004 0.05, implying that economic literacy has a
negative influence and a significant effect on Shopee consumers’ consumption behaviour.
Previous research has found that economic literacy negatively and significantly impacts
consumption behaviour (Marganingsih & Pelipa, 2019).
The table then shows a significant value of self-control of 0.000 0.05. it means the
self-control variable negatively and significantly impacts Shopee users’ consumptive
behaviour. The previous study backs these findings, indicating that self-control hurts
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consumption (Chita et al., 2015). based on the value could be interpreted as a high level of
self-control among Shopee users who participated in this study. Because Shopee customers
only buy what they need, they can control their consumption.
According to the table of significant values for lifestyle factors, which shows a 0.000
< 0.05, lifestyle positively influences and significantly affects Shopee members’ consumption
behaviour. Previous research has found that lifestyle has a favourable and significant impact
on consumption behaviour (Melina & Wulandari, 2013). Thie value could be interpreted as
a person who chooses a high lifestyle can no longer deny that their consumption will
increase over time. This case correlates to the lifestyle of Shopee user respondents, who
have a high standard of living and are consumptive consumers.
Table 6
Model statistical test results
Model
B
T
Sig.
(Constant)
4,980
2.722
0,007
Economic literacy
(X1)
0,217
2.932
0,004
Self-control (X2)
-0,138
-1.256
0,212
Religiosity (X3)
0,061
.947
0,346
Source: Primary data processed, 2021
Based on the statistical tests on this model, the first economic literacy positively
affects the lifestyle of Shopee users, based on the results of the significant value of 0.004 <
0.05. This finding is consistent with his book “Economic Literacy: An International
Comparison” (Jappelli, 2009), which states that “economic literacy is a bridge to
accomplishing goals,” but rather that “not everyone has the same opportunity in high
economic literacy.” Moreover, it will be able to produce benefits along the way and manage
its finances well.
With a significance value of 0.212 > 0.05 in the second variable about the influence
of self-control on the lifestyle of Shopee users, it showed that self-control could not directly
affect the lifestyle of Shopee users. This finding is consistent with the findings of (Azizah
& Indrawati, 2015) and (Arifah, 2020), who concluded that self-control does not affect
lifestyle. This study showed that self-control does not affect the lifestyle of Shopee users;
however, there are driving factors that could still influence high lifestyles, such as friends,
environment, trends, and even the numerous offers that excite Shopee users.
The religiosity variable of Shopee users’ lifestyle has a significant value of 0.346 >
0.05. It implied that religiosity could not directly affect Shopee users’ lifestyles. This finding
is consistent with that of (Maitun, 2018), who found that religiosity has a positive and
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significant impact on the lifestyle of Muslim customers of Artomoro stores in Ponorogo. In
Islam, religiosity is one of the pillars of growth and development. The principle of excessive
lifestyle assumes that everything would be considered good if it leads to pleasure.
Religiosity is a foundation for a person’s life to be better and more purposeful. It could go
hand in hand with lifestyle and form a foundation for ensuring everything works, just like
the religiosity of Shopee users in these respondents.
Following statistical testing, the study performed a path analysis test. This test
investigates the causes of relationships between variables and determines direct and
indirect effects, together or separately.
5. Discussion
This study aimed to see how economic literacy, self-control, and religion influenced
Shopee customers’ purchasing behaviour, with lifestyle as a mediator variable. The direct
influence of economic literacy is -0.409, while the indirect influence of P2 x P3 = (0.217) x
(0.703) = 0.152 is the first result. -0.409 + 0.152 = -0.257 is the total influence. Based on Sp2p3
can calculate the statistical value of the influence of mediation with the formula: t = p2 x p3:
Sp2p3 = 0.152: 0.059 = 2.576. As a result, since t calculates 2.576 is more significant than t
table 2.04841, lifestyle could mediate economic literacy toward consumptive behaviour.
This result aligned with a study (Oktafikasari & Mahmud, 2017), which found
lifestyle characteristics mediator between economic literacy and consumption behaviour.
If there is lifestyle mediation, the influence of economic literacy on consumption behaviour
is increasing. Similarly, according to these respondents, Shopee customers’ economic
Religiosity (X3)
Self-control (X2)
Consumptive
behavior (Y)
Lifestyle (Z)
Source: Primary data processed, 2021
Economic literacy (X1)
-0,409
-
0,727
-0,366
0,703
0,217
-0,138
0,835
0,950
e1
0,06
5
e2
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knowledge is excellent, which enhances lifestyle standards and has a consumptive effect on
consumers. Then on the self-control variable, the magnitude of the direct influence is 0.065,
while the indirect influence of P2 x P3 = (-0.138 x 0.703) = -0.097. With a total influence of -
0.138 - 0.097 = -0.235. The statistical value of mediation’s influence could be calculated using
the formula: t = p2 x p3: Sp2p3 = -0.235: 0.158 = -1.487. As a result, t calculates -1,487 less than
t table 2,048; therefore, lifestyle cannot mediate self-control over consumptive behaviour.
In the same way, (Arifah, 2020) stated that lifestyle did not mediate the relationship
between self-control and consumptive behaviour in undergraduates. This case is because
respondents’ consumption behaviour is not determined by their lifestyle but by their
consumer self-control. So self-control over Shopee consumer behaviour is not mediated by
lifestyle.
Furthermore, on the religiosity variable, the magnitude of the direct influence is -
0.366, while the indirect influence of P2 x P3 = (-0.727) x (0.703) = -0.511. With a total
influence of -0.366 – 0.511 = -0.877. Based on Sp2p3 could calculate the statistical value of
the influence of mediation with the formula: t = p2 x p3: Sp2p3 = -0.511: 0.095 = -5.378. As a
result, t calculates -5,378 less than t table 2,048; hence, lifestyle cannot moderate religion
towards consumptive conduct.
These findings revealed that direct religiosity seemed not to affect consumptive
behaviour. This data is consistent with previous research, which showed that lifestyle does
not mediate religiosity toward consumptive behaviour (Rohana, 2017).
In this study, respondents’ religiosity attitudes were unaffected by lifestyle
decisions. It implies that the relationship between religiosity and consumptive behaviour
was unaffected by lifestyle.
6. Conclusion
The study concluded that economic literacy, self-control, religiosity, and lifestyle
significantly influence Shopee users’ purchasing habits. Other findings revealed that their
economic knowledge influenced Shopee consumers’ lifestyles. On the other hand, self-
control and religiosity do not affect Shopee customers’ lifestyles. Lifestyle variables
mediated this study’s economic literacy variables but cannot mediate self-control or
religiosity.
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