Ardyaningrum, Defany (2024) Konsep Diri Dan Perilaku Konsumtif Belanja Online Pada Remaja Perempuan Di Kota Malang. Undergraduate thesis, Fakultas Psikologi Universitas Merdeka Malang.

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Abstract

This research aims to prove the influence of self-concept on online shopping consumptive behavior. This research uses a quantitative approach with a regression model. The population in this study were female teenagers in Malang City, with a sample size of 100 people, where the sampling technique used purposive sampling. Data collection in this research was by using a Likert scale, namely with two scales, the Self Concept scale and the Consumer Behavior scale using a Google Form questionnaire. The results show that there is a negative influence between Self-Concept and Consumptive Behavior which shows r= 0.4191 and p= 0.000, which is less than the threshold of 0.05. In connection with this, the research hypothesis which states that the self-concept variable has a negative influence on the consumer behavior variable can be accepted. Based on the research that has been carried out and the theories that have been explained, it can be concluded that there is a negative influence between Self-Concept and Consumer Behavior

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