Hubungan Gaya Hidup Hedonis dengan Perilaku Konsumtif pada Mahasiswi Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Medan Area Stambuk 2019

Abstract

Penelitian ini bertujuan untuk mengetahui hubungan antara gaya hidup hedonis dengan perilaku konsumtif mahasiswi Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Medan Area Stambuk 2019. Hipotesis dalam peneltian ini adalah ada hubungan positif dan signifikan antara gaya hidup hedonis dengan perilaku konsumtif. Sampel penelitian yaitu 57 mahasiswi Prodi Manajemen Fakultas Ekonomi dan Bisnis Universitas Medan Area stambuk 2019. Teknik pengambilan sampel dalam penelitian ini menggunakan metode Purposive Sampling. Alat ukur yang digunakan adalah skala perilaku konsumtif dan skala gaya hidup hedonis. Tipe penelitian ini yaitu penelitian kuantitatif dan metode analisis data yaitu teknik korelasi Pearson Product Moment. Hasil penelitian ini menunjukkan bahwa gaya hidup hedonis berkorelasi dengan perilaku konsumtif. Besarnya nilai korelasi rxy = 0,906 dengan nilai signifikansi 0,000<0,01 menunjukkan bahwa hipotesis pada penelitian ini diterima, ada hubungan positif antara gaya hidup hedonisme dengan perilaku konsumtif. Variabel gaya hidup hedonis mempunyai rerata empirik sebesar 80,93 dan rerata hipotetik sebesar 67,5 yang berarti gaya hidup hedonis pada subjek tergolong tinggi. Variabel perilaku konsumtif diketahui rerata empirik sebesar 73,19 dan rerata hipotetik sebesar 57,5 yang berarti Perilaku konsumtif pada subjek tergolong tinggi. Kesimpulannya, Adanya hubungan positif yang signifikan antara gaya hidup hedonisme dengan perilaku konsumtif, artinya semakin tinggi gaya hidup hedonisme maka semakin tinggi pula perilaku konsumtif. Sumbangan efektif gaya hidup hedonisme terhadap perilaku konsumtif sebesar 82%, berarti masih ada 18% yang berasal dari faktor-faktor lain yang mempengaruhi perilaku konsumtif diluar variabel gaya hidup hedonis. This study aims to determine the correlation between the hedonic lifestyle and consumptive behavior of the Management Study Program students, Faculty of Economics and Business, University of Medan Area Class of 2019. The hypothesis in this study is that there is a positive and significant correlation between the hedonic lifestyle and consumptive behavior. The research sample were 57 students of the Management Study Program, Faculty of Economics and Business, University of Medan Area Class of 2019. The sampling technique in this study used the Purposive Sampling Method. The measuring instrument used is a consumptive behavior scale and a hedonic lifestyle scale. The type of this research is quantitative research and the data analysis method is the Pearson Product Moment correlation technique. The results of this study indicate that a hedonic lifestyle is correlated with consumptive behavior. The magnitude of the correlation value rxy = 0.906 with a significance value of 0.000 < 0.01 indicates that the hypothesis in this study is accepted, there is a positive correlation between hedonistic lifestyle and consumptive behavior. The hedonic lifestyle variable has an empirical mean of 80.93 and a hypothetical average of 67.5, which means that the hedonic lifestyle of the subject is classified as high. The consumptive behavior variable is known to be an empirical mean of 73.19 and a hypothetical average of 57.5, which means that the consumptive behavior of the subject is classified as high. In conclusion, there is a significant positive correlation between the hedonistic lifestyle and consumptive behavior, meaning that the higher the hedonistic lifestyle, the higher the consumptive behavior. The effective contribution of the hedonistic lifestyle to consumptive behavior is 82%, meaning that there are still 18% from other factors that influence consumptive behavior outside the hedonic lifestyle variable.