THE IMPACT OF STUDENT BEHAVIOR AND INCOME ON DECISION-MAKING MEDIATED BY MOTIVATION: A PSYCHOLOGICAL MARKETING STUDY OF INDONESIAN VOCATIONAL STUDENTS

Abstract This quantitative study examines the effects of motivation, income, and student behavior on decision-making among vocational students in Indonesia. Using purposive sampling, data were collected from 410 students across 15 universities and analyzed with Smart PLS 3. The findings show that motivation significantly influences student behavior and decision-making, while higher income also positively affects academic behavior. However, student behavior does not have a significant impact on decision-making. Mediation analysis reveals that student behavior serves as a weak mediator. This study emphasizes the importance of creating a supportive environment for motivation to enhance students' academic performance and decision-making abilities.