HUBUNGAN ANTARA KONFORMITAS DENGAN PERILAKU KONSUMTIF  PENGGUNA E-COMMERCE MARKETPLACE

Pega Astria Susanto; Siti Ina Savira

doi:10.26740/cjpp.v8i9.42761

HUBUNGAN ANTARA KONFORMITAS DENGAN PERILAKU KONSUMTIF PENGGUNA E-COMMERCE MARKETPLACE

Authors

Pega Astria Susanto Universitas Negeri Surabaya
Siti Ina Savira Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/cjpp.v8i9.42761

Abstract

Abstrak

Penelitian ini bertujuan untuk mengetahui adakah hubungan antara konformitas dengan perilaku konsumtif. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif. Penelitian ini menggunakan pendekatan korelasi. Subjek yang digunakan dalam penelitian adalah wanita dewasa awal pengguna e-commerce marketplace. Pengambilan sampel menggunakan teknik incidental sampling. Penelitian menggunakan dua skala,yaitu skala konformitas dan skala perilaku konsumtif. Subjek penelitian ini adalah 100 wanita dewasa awal. Teknik analisis data yang digunakan adalah analisis regresi sederhana. Hasil dari penelitian ini menunjukkan bahwa hipotesis Ha memiliki hubungan yang signifikan antara konformitas dengan perilaku konsumtif penggunana e-commerce marketplace pada wanita dewasa awal (r = 0,433 ; p < 0,05). Hal tersebut memiliki makna bahwa semakin tinggi konformitas yang dialaminya, maka semakin itinggi pula perilaku konsumtifnnya. Konformitas dalam penelitian ini menyumbangkan sebesar 18,7% terhadap perilaku konsumtif pada wanita dewasa awal.

Kata Kunci: konformitas, perilaku konsumtif, wanita dewasa awal, e-commerce, marketplace

Abstract

This study aims to determine whether there is a relationship between conformity and consumptive behavior. The method used in this research is quantitative method. This study uses a correlation approach. The subjects used in the study were early adult women who were users of the e-commerce marketplace. Sampling using incidental sampling technique. The study used two scales, namely the conformity scale and the consumptive behavior scale. The subjects of this study were 100 early adult women. The data analysis technique used is simple regression analysis. The results of this study indicate that the Ha hypothesis has a significant relationship between conformity and consumptive behavior in using e-commerce marketplaces in early adult women (r = 0.433; p <0.05). This means that the higher the conformity experienced, the higher the consumptive behavior. Conformity in this study contributed 18.7% to consumptive behavior in early adult women.

Keywords: conformity, consumptive behavior, early adult women, e-commerce, marketplace

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Author Biographies

Pega Astria Susanto, Universitas Negeri Surabaya

Jurusan Psikologi, Fakultas Ilmu Pendidikan

Siti Ina Savira, Universitas Negeri Surabaya

Jurusan Psikologi, Fakultas Ilmu Pendidikan

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Published

2021-08-27

How to Cite

Susanto, P. A., & Savira, S. I. (2021). HUBUNGAN ANTARA KONFORMITAS DENGAN PERILAKU KONSUMTIF PENGGUNA E-COMMERCE MARKETPLACE. Character Jurnal Penelitian Psikologi, 8(9), 131–141. https://doi.org/10.26740/cjpp.v8i9.42761

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Issue

Vol. 8 No. 9 (2021): Character: Jurnal Penelitian Psikologi

Section

Articles

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