Hubungan Electronic Word of Mouth dan Hedonic Shopping Motivation dengan Perilaku Konsumtif Produk Make Up pada Mahasiswi

Abstract

Abstrak Perkembangan tren make up mendorong mahasiswi ikut membeli produk make up terbaru tanpa mempertimbangkan kebutuhan. Penelitian ini bertujuan untuk meng-etahui hubungan electronic word of mouth dan hedonic shopping motivation dengan perilaku konsumtif terhadap produk make up. Penelitian dilakukan pada 61 mahasiswi Psikologi Universitas Sebelas Maret yang dipilih menggunakan simple random sampling. Instrumen penelitian ini adalah skala perilaku konsumtif, skala electronic word of mouth, dan skala hedonic shopping motivation. Analisis data dilakukan dengan teknik analisis regresi ganda.Hasil penelitian menunjukkan nilai p=0,000 (p<0,05), artinya terdapat hubungan positif yang signifikan antara electronic word of mouth dan hedonic shopping motivation dengan perilaku konsumtif terhadap produk make up. Secara par-sial, terdapat hubungan positif yang signifikan antara electronic word of mouth dengan perilaku konsumtif terhadap produk make up (p=0,000 < 0,05) dan terdapat hubungan positif yang signifikan antara hedonic shopping motivation dengan perilaku konsumtif terhadap produk make up (p=0,006 < 0,05). Nilai R2 sebesar 0,381, menunjukkan bahwa electronic word of mouth dan hedonic shopping motivation secara bersama-sama memberikan sumbangan efektif sebesar 38,1% pada perilaku konsumtif terha-dap produk make up. Kata kunci: electronic word of mouth; hedonic shopping motivation; mahasiswa; make up; perilaku konsumtif Abstract The makeup trends encourage female university students to buy the latest makeup products without considering their actual needs. This study aims to identify relation between electronic word of mouth and hedonic shopping motivation with consumptive behavior towards makeup products.This research was conducted on 61 female psychology majors of Sebelas Maret University, selected by using simple random sampling method. The research instruments consisted of consumptive behavior scale, electronic word of mouth scale, and hedonic shopping motivation scale. Data analysis used multiple regression analysis technique.Result shows the score of p=0,000 (p<0,05), which means that there is a significant, positive correlation between electronic word of mouth and hedonic shopping motivation with consumptive behavior toward makeup products. Partially, there is a significant, positive correlation between electronic word of mouth with consumptive behavior toward makeup products and also between hedonic shopping motivation with consumptive behavior toward makeup products hedonic shopping motivation with consumptive behavior toward makeup products. R2 score is 0,381, which shows that both electronic word of mouth and hedonic shopping motivation give effective contribution of 38,1% to consumptive behavior toward makeup products.