THE EFFECT BETWEEN PEER CONFORMITY AND SELF-CONCEPT ON CONSUMPTIVE BEHAVIOUR

Abstract

This research is preliminary research. Individuals can do whatever they want, including buying something in the form of goods or products. Purchases made are not based on careful consideration and are carried out excessively which can trigger consumptive behavior. The phenomenon related to consumptive behavior can be concluded that the three subjects show consumptive behavior by being shown extravagant behavior. One of the subjects stated that the subject's friend environment likes shopping, so the subject feels isolated and not confidence when he looks like different appearance. These problem can affet on individual self concept. If the individual has a positive self concept, then the consumptive behaviour is very low. Otherwise, If the individual has a negative self concept, then the consumptive behaviour is very high.  The urgency in this study is to provide education to readers and consumers to see themselves more as not implementing a wasteful and consumptive lifestyle. Such behavior can be self-defeating and have an impact on the next life. In buying something, individuals are required to buy the goods they need, not just the lure and seduction of good quality goods where they are not needed.The purpose of this study is to determine the effect of conformity and self-concept on consumptive behavior on student University of Muhammadiyah Gresik.This research using a quantitative research type with a survey method. The participants of this study is psychology students. This initial survey was conducted through in-depth interviews with three participant. The scale used in this study is the scale of conformity, self-concept, and consumptive behavior. Sampling Technique using Non-Probabilty Sampling is Incidental Sampling. Data analysis using multiple linear regression test with IBM Statistical Program For Social Science (SPSS) for windows version 25.