Research Article
Relationship Between Peer Conformity and Consumptive Behavior in Purchasing Skincare Products Amongst Female College Students in Yogyakarta
@INPROCEEDINGS{10.4108/eai.14-8-2024.2351631, author={Marheni Berna Rahmawati and Annisa Warastri}, title={Relationship Between Peer Conformity and Consumptive Behavior in Purchasing Skincare Products Amongst Female College Students in Yogyakarta}, proceedings={Proceedings of the 4th International Conference on Business, Accounting, and Economics, ICBAE 2024, 14-15 August 2024, Purwokerto, Indonesia}, publisher={EAI}, proceedings_a={ICBAE}, year={2024}, month={11}, keywords={consumptive behavior peer conformity female college student}, doi={10.4108/eai.14-8-2024.2351631} }- Marheni Berna Rahmawati
Annisa Warastri
Year: 2024
Relationship Between Peer Conformity and Consumptive Behavior in Purchasing Skincare Products Amongst Female College Students in Yogyakarta
ICBAE
EAI
DOI: 10.4108/eai.14-8-2024.2351631
Abstract
College students as teenagers assume that people with attractive physical appearance will be treated better. The desire to have an attractive appearance triggers consumptive behavior in purchasing skincare. Consumptive behavior is influenced by the reference group and one of the efforts of female college students to be accepted by social groups is to make peers as a reference group so that conformity occurs. The purpose of this study is to determine the relationship between peer conformity and consumptive behavior in purchasing skincare products among female college students in Yogyakarta. The respondents of this study were 115 female college students who use skincare products for the face aged 18-21 years who studied in Yogyakarta using a purposive sampling technique. Analysis of research data using product moment shows a positive and highly significant relationship between peer conformity and consumptive behavior with a sig value. (p) of 0.000 (p <0.01) and r = 0.323.
