Hubungan antara Konformitas dan Kontrol Diri Dengan Perilaku Konsumtif terhadap Produk Kosmetik Lipstick Maybelline

Abstract

The purpose of this study was to examine the relationship between conformity and self-control
with consumptive behavior towards Maybelline lipstick cosmetic products in students of the
Faculty of Psychology at Persada Indonesia University YAI.In this study, consumptive
behavior is the dependent variable, conformity is the independent variable 1, and self-control
is the independent variable. 2. The population in this study were 123 students of the psychology
faculty at the Persada Indonesia University YAI. The sampling method of this research used
snowball sampling technique and the sample used was 90 female students. The reliability of
the consumptive behavior scale was 0.867 with 23 valid items from 32 items, the conformity
scale reliability was 0.752 with 23 valid items from 28 items, the self-control reliability was 0.
794 with 17 valid items from 24 items. Based on the results of data analysis using bivariate
correlation between conformity variables and consumptive behavior, it was obtained r = 0.626
and p = 0.000, which means that there is a significant positive relationship between conformity
variables and consumptive behavior. The results of data analysis between self-control
variables and consumptive behavior obtained a correlation coefficient of r = -0.338 and p =
0.000, which means that there is a significant negative relationship between self-control
variables and consumptive behavior. The multivariate correlation in the regression test shows
that the coefficient of determination R square is 0.453 and based on multivariate correlation
regression, the correlation coefficient is R = 0.673 and p = 0.000, which means that there is a
significant relationship between conformity and self-control with consumptive behavior.