THE INFLUENCE OF INCOME AND NEEDS PREFERENCES ON CONSUMPTIVE BEHAVIOR WITH ECONOMIC LITERACY AS A MODERATOR VARIABLE

Abstract

In fulfilling their needs, humans are faced with economic problems that occur as a result of an imbalance between unlimited human needs and limited means of satisfying those needs. The limited resources a person has result in the person being unable to fulfill whatever they want. Many factors influence teacher consumptive behavior, including income, preferences, needs and economic literacy. The aim of this research is to find out whether economic literacy moderates the influence of income and needs preferences on consumer behavior. The method used in this research is a survey method using a descriptive verification approach. The population in this study were all high school teachers in Losari District, totaling 62 people. The instrument used in this research is a type of questionnaire that measures a Likert attitude scale with 5 (five) alternative answers. The data analysis technique used is moderated regression analysis. Based on the research results, it was found that income influences consumer behavior; Need preferences influence consumer behavior; Economic literacy moderates the influence of income on consumer behavior. meaning, with economic literacy, the influence of income on consumer behavior becomes greater or stronger; Economic literacy moderates the influence of need preferences on consumer behavior. meaning, with the existence of economic literacy, the influence of need preferences on consumer behavior becomes greater or stronger, so economic literacy needs to be increased again, especially in terms of understanding that the need for knowledge and education is an important part of self-developmentApart from that, there is also an understanding that a clean and healthy natural environment can be rare and needs to be well maintained and there are still teachers who do not have the motivation to achieve sustainable economic growth and development.