Hubungan Gaya Hidup Hedonis dengan Perilaku Konsumtif Produk Skincare pada Mahasiswi Universitas Medan Area Fakultas Psikologi

Abstract

This study aims to determine the relationship of the hedonistic lifestyle with consumer behavior skincare products on the university student in Medan Area of the faculty of psychology. The population in this study were 174. The sampling technique used in this research is purposive sampling as many as 121 Analysis of the data used in this research is correlation (rxy) was 0.975 with p = 0.000 < to 0.050, this means that there is a positive and significant relationship between the style alive hedonist with consumer behavior skincare products on a student, which shows that the higher the hedonistic lifestyle, the higher the consumer behavior skincare products. On the contrary, the lower the hedonistic lifestyle then the lower the consumptive behavior of skincare products student. Hedonistic lifestyle on a student is classified as positive because of (the mean empirical = 62,45 > mean hipotetik = 57,5 where the difference exceeds the numbers SD = 14,552). And consumer behavior is also quite positive, because (the mean empirical = 68,18 > mean hipotetik 62,5 where the difference exceeds the numbers SD = 15,818). The determination coefficient of correlation r2 = 0,950 that hedonistic lifestyle provide effective contribution to the consumer behavior skincare products by 95 %. And there are 5 % of the other factors that affect the consumer behavior skincare not examined in this study. Other factors associated with consumer behavior skincare include internal factors, namely : is the internal factors, namely, motivation, learning process and experience, personality and self-concept, the state of the economy and attitude. Also the presence of the external factor, namely, the factor of culture, social class, family and reference groups. The results of this study correspond with the results of the research in the field.