Kotama, Dikky Bansar (2025) Perbedaan Perilaku Konsumtif Belanja E-Commerce Tiktok Shop pada Mahasiswa Universitas Merdeka Malang di Tinjau dari Jenis Kelamin. Undergraduate thesis, Fakultas Psikologi Universitas Merdeka Malang.

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Abstract

This study aims to identify differences in consumptive behavior among male and female students at Universitas Merdeka Malang when shopping on TikTok Shop. A quantitative approach with accidental sampling was employed, involving 100 active TikTok Shop users (50 males and 50 females). The research instrument was a consumptive behavior scale adapted from Lina & Rosyid (1997), and data were analyzed using an Independent Sample T-Test. The results revealed a significant difference between male and female students in terms of consumptive behavior, with females scoring higher (M = 93.82; SD = 15.572) than males (M = 79.32; SD = 14.194), t(98) = 4.866, p < 0.001. Female students were more prone to impulsive and emotionally driven purchases, while male students tended to be more rational and selective. Thus, it can be concluded that gender influences the level of consumptive behavior, with female students demonstrating a higher tendency to engage in impulsive shopping through TikTok Shop.

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