Hubungan antara Gaya Hidup Brand Minded dengan Kecenderungan Perilaku Konsumtif pada Mahasiswi Psikologi Universitas Medan Area

Abstract

This study aims to determine the relationship of brand minded life style with consumptive behavior on university of medan area. The sample of this study is student of Psychology from University Medan Area II semester two. The number of samples used on this study is as much as 60 student, the sample was taken by using purposive sampling technique of the population of 121 student. The data were collected using two psychological scales is brand minded life style (24 valid items, a = 0,919) and consumptive behavior Scale (26 valid aitems, a = 0,902). The results of this study show the correlation coefficient of rxy -0,765 with p = 0,000<0,10.The results show that the hypothesis proposed by the researcher that there is a positive the relationship of brand minded life style with consumptive behavior is acceptable. Positive correlation coefficient value indicates that the direction of relationship between the two variables is positive, meaning the highest brand minded life style the highest the consumptive behavior. Brand minded life style gives effective contribution of 58,5%at with consumptive behavior and equal to 41,5% influenced by other factor that not examined in this research.