Nadya, Yohana Eveline (2024) Hubungan Konsep Diri dengan Perilaku Konsumtif pada Generasi Z di Era Digital. Undergraduate thesis, Universitas Merdeka Malang.

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Abstract

The aim of this research is to determine the relationship between self-concept and consumer behavior in generation Z in the digital era. This research method uses quantitative correlational, with a total of 106 respondents. Determination of sampling using accidental sampling technique (incidental sampling). The measuring instruments used are the consumer behavior scale (α= 0.909) and the self-concept scale (α=0.785). The data analysis technique uses a simple linear regression test. The results of data analysis show that the regression coefficient of self-concept = -0.337 and p value = 0.002 < 0.05, with a contribution of 7% (R2 = 0.070). Based on these results, it can be concluded that there is a negative relationship between self-concept and consumptive behavior in generation Z of 7%, the lower the self-concept, the higher the consumptive behavior. The findings of this research provide an understanding of the relationship between self-concept and consumer behavior of various ages in generation Z. It is a useful effort to improve self-concept in generation Z in a positive way so as to reduce the emergence of consumer behavior.

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