Hubungan Harga Diri dengan Perilaku Konsumtif Pria Metroseksual pada Aparat Kepolisian Tanjung Morawa

Abstract

This study aims to see the relationship of self-esteem with consumptive behavior in metrosexual men. With the assumption that the higher the self-esteem, the higher the consumptive behavior in metrosexual men in Polsek Tanjung Morawa and vice versa. The method used in this research is quantitative method. Subjects in this study were metrosexual men in Tanjung Morawa Police who amounted to 30 people using purposive sampling technique. This research is based on Likert scale method by using Self-Level Scale according to Cooper smith (in Adi et al, 2009) put forward some aspect that is power, significance, virtue, and competence. This study also uses the scale of Consumer Behavior according to Lina & Rasyid (1997), put forward several aspects, namely: impulsive purchases, consuming goods out of reach, and consume goods that are not productive. The results of the analysis show the coefficient of self-esteem 0.974 and consumer behavior 0.929. Data analysis using correlation r product moment (r_xy = 0,865; p = 0,000, mean p = <0,05). r ^ 2 = 0.748. This shows that consumptive behavior is influenced by self esteem of 74.8%. The empirical average value of self-esteem = 138.90; while the average hypothetical value is 100; then the average value of empirical consumptive behavior 95,80; while the average hypothetical value of 62.5.