Hubungan Antara Konformitas Dengan Perilaku Konsumtif Pada Mahasiswa
DOI:
https://doi.org/10.26740/cjpp.v12n01.p490-499Keywords:
Konformitas, Perilaku Konsumtif, Mahasiswa, Zalora, Belanja OnlineAbstract
Konformitas dapat memengaruhi perilaku konsumtif, terutama di kalangan mahasiswa yang aktif menggunakan platform e-commerce seperti Zalora. Perilaku konsumtif sering kali melibatkan pembelian impulsif tanpa mempertimbangkan kebutuhan rasional. Penelitian ini bertujuan untuk mengetahui hubungan antara konformitas dan perilaku konsumtif pada mahasiswa Fakultas Ilmu Pendidikan Universitas Negeri Surabaya (FIP UNESA). Pendekatan kuantitatif digunakan dengan desain korelasional. Sampel terdiri dari 155 mahasiswa FIP UNESA pengguna aktif Zalora, yang dipilih melalui teknik purposive sampling. Data dikumpulkan menggunakan kuesioner skala Likert, kemudian dianalisis menggunakan teknik korelasi Pearson dan regresi linier sederhana. Hasil menunjukkan adanya hubungan positif signifikan antara konformitas dan perilaku konsumtif (r = 0.486, p < 0.01). Konformitas berkontribusi sebesar 23,6% terhadap perilaku konsumtif, dengan faktor pendukung berupa usia, tekanan sosial, dan preferensi terhadap produk branded. Konformitas memainkan peran penting dalam memengaruhi perilaku konsumtif mahasiswa. Edukasi literasi keuangan diperlukan untuk membantu mahasiswa mengelola perilaku konsumtif secara bijak.
Abstract
Conformity can influence consumptive behavior, especially among college students who actively use e-commerce platforms such as Zalora. Consumptive behavior often involves impulse buying without considering rational needs. This study aims to determine the relationship between conformity and consumptive behavior in students of the Faculty of Education, Surabaya State University (FIP UNESA). A quantitative approach was used with a correlational design. The sample consisted of 155 FIP UNESA students who are active users of Zalora, selected through purposive sampling technique. Data were collected using a Likert scale questionnaire, then analyzed using Pearson correlation and simple linear regression techniques. The results showed a significant positive relationship between conformity and consumptive behavior (r = 0.486, p < 0.01). Conformity contributes 23.6% to consumptive behavior, with supporting factors in the form of age, social pressure, and preference for branded products. Conformity plays an important role in influencing college students' consumptive behavior. Financial literacy education is needed to help students manage consumptive behavior wisely.
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