Pengaruh Konformitas dan Konsep Diri (Prestige) terhadap Minat Beli Online Mahasiswa dengan Perilaku Konsumtif Mahasiswa sebagai Variabel Pemediasi

Abstract

This study examined the influence of conformity and self-concept to consumptive behavior and its impact to online shopping intention. This study is the integration of previous studies to determine the effect of simultaneous between variables. Respondents of this study were 142 university students who have ever seen e-commerce advertisements on electronic media participated in this reseach. There are several findings in this study. First, conformity has positive influence to the consumptive behavior. Second, self-concept has postive effect to consumptive behavior. Third, consumptive behavior has positive effect to online shopping intention. Fourth, consumptive behavior perfect mediate the effect of conformity and self-concept to the online shopping intention.
 
 Keywords : conformity, self-concept, consumptive behavior, online shopping intention

The Effect Of Lifestyle, Conformity, and E-Money on Online Shopping Consumptive Behavior In Generation Z In The City Of Mataram

“…According to Rusich (2008) in (Wardhani & Wibowo, 2018) Conformity is several situations of feeling under pressure to comply with rules -both written and unwritten, which determine acceptable behavior. One believes that their group members are hedonistic, spontaneously rewarding, and happy to make impulse purchases.…”

The Influence of Self-Esteem, Self-Control, and Peer Environment on Consumptive Behavior With Hedonic Lifestyle as a Mediator (Study of Online Shopping Behavior Via E-Commerce in Generation Z)

“…Another factor that can affect consumptive behavior is a hedonic lifestyle that encourages someone to become fond of shopping (Thamrin & Saleh, 2021). Consumptive behavior is classified as negative behavior because people behave consumptively and always prioritize emotions and desires for a moment without considering their needs (Wardhani & Wibowo, 2018;Wibowo, 2018). Another negative impact of consumptive behavior is that a person will tend not to think about future needs, live extravagantly, and cannot save because he always spends his money to buy something he wants, which is not necessarily beneficial for him (Purwaningsih et al, 2015).…”