PENGARUH PERILAKU KONSUMTIF DAN KONSEP DIRI TERHADAP TINGKAT PEMBELIAN PRODUK KOSMETIK WARDAH PADA MAHASISWI DI FAKULTAS ILMU SOSIAL UNIVERSITAS NEGERI JAKARTA

IRMA NURJANNAH, . (2020) PENGARUH PERILAKU KONSUMTIF DAN KONSEP DIRI TERHADAP TINGKAT PEMBELIAN PRODUK KOSMETIK WARDAH PADA MAHASISWI DI FAKULTAS ILMU SOSIAL UNIVERSITAS NEGERI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Lokasi penelitian dilakukan di Fakultas Ilmu Sosial Universitas Negeri Jakarta khususnya pada angkatan 2016. Waktu penelitian dilakukan selama bulan April 2020-Juli 2020. Subjek Penelitian ini terdiri dari 81 responden dari angkatan 2016 dengan menggunakan teknik sampling yaitu nonprobability sampling dengan purposive sampling. Pengumpulan data dilakukan melalui penyebaran kuesioner dengan total keseluruhan 58 item penyataan. Teknik pengolahan dan analisis data menggunakan aplikasi SPSS 16.0 dan Microsoft Excel. Hasil penelitian menunjukkan bahwa perilaku konsumtif dan konsep diri berpengaruh negatif terhadap tingkat pembelian produk kosmetik Wardah pada mahasiswi di Fakultas Ilmu Sosial Universitas Negeri Jakarta Angkatan 2016. Hal ini dibuktikan melalui tiga hal. Pertama, hasil uji parsial variabel X1 berpengaruh negatif terhadap variabel Y, kemudian hasil uji parsial variabel X2 berpengaruh negatif terhadap variabel Y. Kedua, hasil uji simultan menunjukkan bahwa variabel X1 dan X2 bersama-sama berpengaruh negatif terhadap variabel Y. Terakhir, hasil uji koefisien determinasi sebesar 0.103. Hal ini menunjukkan bahwa variabel X1 dan X2 hanya berpengaruh sebesar 10.3% terhadap variabel Y, sisanya 89.7% dipengaruhi oleh faktor lain di luar perilaku konsumtif dan konsep diri. This study to the purpose of examining the impact consumptive behavior and self-concepts towards the purchase rate of Wardah cosmetics products for female students at the Faculty of Social Sciences, Jakarta State University, especially in 2016 female students. This study uses a quantitative approach with a survey method. The location of the research was conducted at the Faculty of Social Sciences, State University of Jakarta, especially in the generation of 2016. The research was conducted during April 2020-July 2020. The subjects of this study consisted of 81 respondents from the 2016 class using a sampling technique, namely nonprobability sampling with purposive sampling. Data collection was carried out by distributing questionnaires with a total of 58 item statements. Data processing and analysis techniques used SPSS 16.0 and Microsoft Excel applications. The results showed that consumptive behavior and self-concept negative effect on the purchase rate of Wardah cosmetic products for female students at the Faculty of Social Sciences, Jakarta State University, the generation of 2016. This was proven in three things. First, the results of the partial test of variable X1 negative effect on variable Y, then the results of the partial test of variable X2 negative effect on variable Y. Second, the result test simultaneous shows that the variable X1 and X2 together have a negative effect on variable Y. Finally, the test results are the coefficient of determination of 0.103. This shows that the variables X1 and X2 only affect 10.3% of variable Y, the remaining 89.7%; by other factors outside of consumptive behavior and self-concept.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Evy Clara, M.Si ; 2). Dr. Ahmad Tarmiji Alkhudri, M.Si
Subjects:	Ilmu Sosial > Sosiologi
Divisions:	FIS > S1 Sosiologi
Depositing User:	Users 5713 not found.
Date Deposited:	13 Sep 2020 15:58
Last Modified:	13 Sep 2020 15:58
URI:	http://repository.unj.ac.id/id/eprint/10582

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