Perilaku Konsumtif Pembelian Skincare melalui E-Commerce: Citra Tubuh dan Perbandingan Sosial pada Mahasiswa

Abstract

The increasing purchase of skincare products through e-commerce has encouraged the emergence of consumptive behavior among university students. This study aimed to examine the influence of body image and social comparison on consumptive behavior in purchasing skincare products through e-commerce among students at Universitas Buana Perjuangan Karawang. This study employed a quantitative approach with a causal-associative research design. The population consisted of students at Universitas Buana Perjuangan Karawang aged 18–25 years. The sampling technique used was non-probability sampling with a purposive sampling method. A total of 344 respondents were selected based on the Isaac and Michael table with a 5% level of significance. The instruments used were the Multidimensional Body-Self Relations Questionnaire Appearance Scale (MBSRQ-AS), the Iowa-Netherlands Comparison Orientation Measure (INCOM), and a consumptive behavior scale based on Fromm's theory. Data were analyzed using multiple linear regression with SPSS version 27.0. The results showed that body image and social comparison, both simultaneously and partially, had a significant effect on consumptive behavior in purchasing skincare products through e-commerce (p < 0.05). The contribution of both independent variables to consumptive behavior was 28.3% (R² = 0.283), while the remaining 71.7% was explained by other variables not examined in this study. Therefore, body image and social comparison play a significant role in influencing consumptive behavior in purchasing skincare products through e-commerce among students at Universitas Buana Perjuangan Karawang.