Narsisisme dan Harga Diri Perempuan Generasi Z terhadap Pembelian Kompulsif

Wingga Walenta, Honey Wahyuni Sugiharto Elgeka, Anton Johannes Tjahjoanggoro
(Submitted 14 June 2021)
(Published 23 May 2022)

Abstract


Fenomena pembelian kompulsif yang terjadi di berbagai negara terus meningkat setiap saat, khususnya terjadi pada perempuan generasi Z. Tuntunan untuk pemenuhan tren membuat perempuan generasi Z memiliki dorongan untuk membeli fashion secara berlebihan hingga kehilangan kendali. Tujuan dari penelitian ini adalah untuk menguji hubungan antara narsisisme, harga diri, dan pembelian kompulsif pada perempuan generasi Z. Penelitian ini merupakan penelitian kuantitatif dengan teknik analisis regresi linear berganda. Teknik pengambilan sampel dilakukan dengan menggunakan accidental sampling sejumlah 173 partisipan. Digunakan tiga instrumen pengukuran pada penelitian ini, yaitu: Compulsive Buying Scale, Narcissism Personal Inventory (NPI-16), dan Self-esteem Scale. Berdasarkan hasil pengolahan data diketahui adanya hubungan antara narsisisme dan harga diri terhadap perilaku kompulsif (F = 23,041, p<0,01). Kebutuhan untuk mendapatkan pengakuan, kekaguman, ataupun penilaian positif dari orang lain akan membuat perempuan generasi Z melakukan pembelian kompulsif.

Keywords


harga diri; narsisisme; pembelian kompulsif

Full Text: PDF

DOI: 10.22146/gamajop.66627

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