Pengaruh Konformitas Hedonis dan E-Commerce Terhadap Perilaku Konsumtif Siswa SMK Negeri 1 Purwodadi Putri Regita Cahyania

Abstract

The research aims to find out whether hedonic conformity influences the consumptive behavior of SMKN 1 Purwodadi students, whether e-commerce influences the consumptive behavior of SMKN 1 Purwodadi students and whether hedonic conformity and e-commerce influence the consumptive behavior of SMKN 1 Purwodadi students. In this research, a quantitative approach was applied through the use of a questionnaire with a Likert scale used to collect data from 104 student respondents at SMK Negri 1 Purwodadi. The questionnaire includes questions regarding the level of hedonic conformity, e-commerce use, and consumer behavior. Statistical program for social science (SPSS) was used to analyze the collected data. The data analysis technique uses multiple linear regression analysis. The results of the research show that there is an influence of hedonic conformity on the consumptive behavior of students at SMK Negri 1 Purwodadi. However, this study did not find any intermediate influence The use of e-commerce on students' consumer behavior. Meanwhile, hedonic conformity and e-commerce simultaneously have an influence on consumer behavior.