PENGARUH KONSEP DIRI TERHADAP PERILAKU KONSUMTIF PENGGUNA SHOPEE PADA DEWASA AWAL

Abstract

Shopee is the most popular e-commerce by many consumers in purchasing activities, one of Shopee users are dominated by the early adult age range group. The high levels of consumptive behaviour are suspected to be negative self-concepts in an individual. The purpose of this study is to determine the influence of self-concept with the consumptive behaviour of Shopee users in early adult. This research is a non-experimental quantitative research of comparative causal type, using a simple linear regression test. The number of samples are 314 Shopee users in early adult in Indonesia located in DKI Jakarta using non-probability sampling (purposive sampling). This research instrument uses questionnaires based on self-concept theory (Fitts, 1971), and consumptive behaviour (Sumartono, 2002) using the Likert scale. Obtained valid item self concept are 39 items (r ≥ 0.3) with α reliability = 0.948, and consumptive behaviour are 23 items (r ≥ 0.3) with α reliability = 0.955. Hypothesis in the results of this study is accepted, which means that there is an influence of self-concept on consumptive behavior (sig 0.000,). The influence of self-concept on consumptive behavior is negative (R2 -0.438), which means the more negative the self concept, the higher the consumptive behavior, and vice versa. Self-concept contributed 31.7% to consumptive behavior.

Keywords: Self Concept, Consumptive Behavior, Shopee Users, Early Adult