Published: 2026-02-01

Pengaruh Flexing Terhadap Perilaku Mahasiswa Dalam Belanja Online Melalui Tiktok Dengan Aspek Prudential Sebagai Variabel Moderasi: Studi Kasus Mahasiswa IAI Hamzanwadi Pancor

DOI: 10.35870/jemsi.v12i1.5699

Aulia Fitri, Zainul Hasan Quthbi, Yuyun Andriani
  • Aulia Fitri: Institut Agama Islam Hamzanwadi Pancor
  • Zainul Hasan Quthbi: Institut Agama Islam Hamzanwadi Pancor
  • Yuyun Andriani: Institut Agama Islam Hamzanwadi Pancor
Front Cover JEMSI Volume 12 Nomor 1 Februari 2026
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Abstract

This study aims to analyze the effect of flexing on students’ online shopping behavior through the TikTok platform, with the prudential aspect as a moderating variable. The flexing phenomenon on social media has triggered consumerist behavior, especially among students who are active on digital platforms. This research employs a quantitative approach using multiple linear regression analysis. The population consists of students from IAI Hamzanwadi Pancor, selected through a purposive sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using normality tests, t-tests, and the coefficient of determination (R²). The findings reveal that flexing has no significant effect on students’ online shopping behavior through TikTok, while the prudential aspect shows a positive and significant influence. This indicates that students’ consumer behavior is more controlled by prudential considerations than by lifestyle displays on social media. Therefore, enhancing financial literacy and developing responsible shopping awareness are essential in shaping rational consumption behavior in the digital era.

Keywords

Flexing; Shopping Behavior; Students; TikTok; Prudential Aspect; Financial Literacy

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How to Cite

Fitri, A., Quthbi, Z. H., & Andriani, Y. (2026). Pengaruh Flexing Terhadap Perilaku Mahasiswa Dalam Belanja Online Melalui Tiktok Dengan Aspek Prudential Sebagai Variabel Moderasi: Studi Kasus Mahasiswa IAI Hamzanwadi Pancor. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 12(1), 221-234. https://doi.org/10.35870/jemsi.v12i1.5699
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 12 No. 1 (2026)

  • Section: Articles

  • Published: 2026-02-01

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Author Biographies
Aulia Fitri, Institut Agama Islam Hamzanwadi Pancor
Google Scholar ResearchGate ORCID

Fakultas Syariah, Institut Agama Islam Hamzanwadi Pancor, Indonesia.

Zainul Hasan Quthbi, Institut Agama Islam Hamzanwadi Pancor
Google Scholar ResearchGate ORCID

Fakultas Syariah, Institut Agama Islam Hamzanwadi Pancor, Indonesia.

Yuyun Andriani, Institut Agama Islam Hamzanwadi Pancor
Google Scholar ResearchGate ORCID

Fakultas Syariah, Institut Agama Islam Hamzanwadi Pancor, Indonesia.

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