Effect of Advertising, Price, and Trend in Fashion Product on the Consumerism Level of Overseas Students in the Management Study Program, Faculty of Economics, Universitas Prima Indonesia

Abstract

The purpose of this research is to find out and analyze effect of advertising, price, and trend in fashion product on the consumerism level of overseas students in the Management Study Program, Faculty of Economics, Universitas Prima Indonesia. This research uses descriptive quantitative. The population in this study was 2,489. In this research, sampling is using simple random sampling. Based on the slovin formula, the sample is 344. Due to the large number of samples, we will conduct a random sample test of 100 overseas students against the existing population. This study uses multiple linear regression analysis. The results show that advertising has a positive and significant effect on consumerism level. Price has a positive and significant effect on consumerism level. Trend has a positive and significant effect on consumerism level. Keywords: Advertising, Price, Trend, Consumerism Level.