ABSTRACT
Lifestyle and economic literacy are important factors in consumer behavior. This study aims to find out whether there is a correlation between lifestyle, economic literacy, and consumer behavior among university students in Banten Province. From a population of 3,877 students, a sample of 363 students was taken using random sampling. This research used the explanatory survey method. The results showed a positive and significant correlation between lifestyle and economic literacy compared to consumer behavior. Based on this study, policies aimed at boosting economic literacy would help to improve the rationality of consumer behavior, such as making shopping lists and prioritizing based on needs.
