The Correlation between Self-esteem with Consumptive Behavior in Early Adult Women Who Shop for Cosmetics Online

Abstract

Nowadays, online shopping has become more popular than ever. The convenience offered in online shopping has gotten so many people to often shop based on their wants instead of their needs. This kind of spending habit is often called consumptive behavior, which is common among early adult women because they start to become financially independent and feel like they have full control over their own finances. In addition, one of many factors that has an effect on consumption behavior is self-esteem. Self-esteem is a form of self-assessment which is influenced by attitudes, interactions, rewards, and acceptance from others towards an individual. This study aims to determine the relationship between self-esteem and consumptive behavior in early adult women who shop for cosmetics online. This study involved 203 respondents using convenience sampling. In conducting the research, several criterias has been set where respondents must be a woman, aged 18-40 years, and had purchased cosmetic products online at least 2 times. The results of data analysis using the Spearman correlation test showed the results of r (203) =-0,359 and p = 0,000. Thus, it can be concluded that there is a significant negative relationship between self-esteem and consumptive behavior in early adult women who shop for cosmetics online.