Bunga, Theresia (2023) Pengaruh Citra Tubuh terhadap Perilaku Konsumtif Membeli Skin Care pada Mahasiswa di Kota Malang. Undergraduate thesis, Fakultas Psikologi Universitas Merdeka Malang.

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Abstract

Consumer buying behaviorskin care is individual behavior shown to consume and buyskin care excessively, irrationally, and causing waste and prioritizing pleasure over needs. The aim of this research is to see whether there is an influence of body image on consumer purchasing behaviorskin care among students in Malang City. This research uses quantitative methods. The population in this study is unknown (infinite). The sample used was 100 students and the sampling technique usedaccidental sampling. Body image is measured using the body image and consumer behavior scaleskin care measured using the consumer buying behavior scaleskin care. Data analysis uses a simple linear regression test. The results of this research show a significance value of 0.000 <0.05 with an influence size of 54.0%. So it can be concluded that there is an influence of body image on consumer purchasing behaviorskin care among students in Malang City. The implication of this research is that body image contributes to consumer purchasing behaviorskin care.

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