HUBUNGAN ANTARA KONSEP DIRI DAN KELOMPOK REFERENSI DENGAN KEPUTUSAN PEMBELIAN KOSMETIK PADA LAKI-LAKI DI YOGYAKARTA

Lia Faj‟rina Binuril Hidayati, NIM.: 15710110 (2020) HUBUNGAN ANTARA KONSEP DIRI DAN KELOMPOK REFERENSI DENGAN KEPUTUSAN PEMBELIAN KOSMETIK PADA LAKI-LAKI DI YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Cosmetics were originally only used and intended for women before. With the development of the times, now men were starting to took care of themselves by using cosmetics. The influenced of self-concept on body needs, skin and appearance with reference groups such as friends, family and the internet made them decided to bought and used cosmetics. This purpose‟s research was to determine the relationship between self-concept and reference groups with purchasing decisions. Subjects in this study were 185 male adulthood using cosmetics who live in Yogyakarta. The type of this research was explanatory research with a quantitative approach. The data were collected in the form of a scale with convenience sampling techniques and processed with regression analysis by PASW 18. This study‟s measurement was a self-concept scale based on Calhoun and Acocella‟s theory, a reference group scale based on Setiadi's theory, and a purchase decision scale based on Peter and Olson's theory. Results of this test showed the value of R = 0.556 and F = 5.007 with a significance of 0.026 (p <0.05). Self-concept and reference group had 30.9% of effective contribution to the purchase decision. The results showed that there was a positive relationship between self-concept and reference group with cosmetic purchasing decisions for men in Yogyakarta.

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