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Conformity in Consumptive Behavior in Purchasing Skincare Products among Female University Students

The Konformitas dalam Perilaku Konsumtif Pembelian Produk Skincare pada Mahasiswi

Jurnal Sublimapsi · Vol. 7 No. 2 (2026) · pp. 223–229

DOI
10.36709/sublimapsi.v7i2.248
ISSN
2716-1854, 2720-930X
Published
2026-05-29
Publisher
Jurusan Psikologi FKIP Universitas Halu Oleo
Language
ind

Abstract

English

The increasing use of skincare products among female university students has raised concerns regarding whether purchasing behavior is driven by actual needs or influenced by social factors such as conformity. Female students with high levels of conformity tend to align their purchasing choices with those of their peer groups, while those with lower levels of conformity are more likely to prioritize personal needs and independent decision-making. This study aims to determine the role of conformity in consumer behavior related to skincare product purchases among female students of the Faculty of Economics and Business at Halu Oleo University. This research employed a quantitative approach using an ex post facto design. The participants consisted of 49 female students from the 2023 cohort, selected through purposive sampling from a population of 160 active students who used skincare products and made purchases at least three times per month. Data were collected using a conformity scale and a consumer behavior scale. The data were analyzed using simple linear regression. The results indicated that conformity plays a significant role in consumer behavior, with a significance value of 0.000 and an effective contribution of 28.5 percent.

Indonesian

Penggunaan produk skincare yang semakin meningkat di kalangan mahasiswi menimbulkan pertanyaan apakah perilaku pembelian didorong oleh kebutuhan nyata atau dipengaruhi oleh faktor sosial seperti konformitas. Mahasiswi dengan tingkat konformitas yang tinggi cenderung menyesuaikan pilihan pembelian mereka dengan kelompok sebaya, sedangkan mahasiswi yang memiliki tingkat konformitas yang rendah lebih memprioritaskan kebutuhan pribadi dan pengambilan keputusan secara mandiri. Penelitian ini bertujuan untuk mengetahui peran konformitas terhadap perilaku konsumtif pembelian produk skincare pada mahasiswi Fakultas Ekonomi dan Bisnis Universitas Halu Oleo. Penelitian ini menggunakan pendekatan kuantitatif dengan desain ex post facto. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 49 orang dari populasi 160 mahasiswi aktif Fakultas Ekonomi dan Bisnis angkatan 2023 yang menggunakan skincare dan memiliki frekuensi pembelian minimal tiga kali dalam sebulan. Metode pengumpulan data menggunakan skala konformitas dan skala perilaku konsumtif. Teknik analisis data menggunakan analisis regresi linear sederhana. Hasil penelitian menunjukkan bahwa konformitas berperan signifikan terhadap perilaku konsumtif dengan nilai signifikansi 0,000 dan sumbangan efektif sebesar 28,5 persen.

Keywords

Collaboration network of the authors

39 authors · 70 co-authorship links

Hover or tap a name to highlight its co-authors. Double-click to open the author's page.

  • Universitas Halu Oleo
  • Affiliation unknown
  • Different organisations
  • Same organisation
  • Affiliation unknown
  • Thicker line = more joint articles · bigger circle = more articles
Show as table
Co-authorOrganisationJoint articles
Yuliastri Ambar PambudhiUniversitas Halu Oleo3
Citra MarhanAffiliation unknown2
Nana SumarnaAffiliation unknown2
Ida Sriwaty SunarjoAffiliation unknown2
Ulil Nur FatimahAffiliation unknown2
Astri YunitaAffiliation unknown2
Syahril UgusandiAffiliation unknown1
Ika Nugrahani MaliduAffiliation unknown1
Fitriani FitrianiAffiliation unknown1
La Ode Surazal QalbiAffiliation unknown1
Mustika SariAffiliation unknown1
Andi AsniarAffiliation unknown1
Putri Vebrini LamuantaAffiliation unknown1
Lita JayantiAffiliation unknown1
Sartika Dewi SAffiliation unknown1
Indah Ashari IlyasAffiliation unknown1
Annisa Maulidya AkibAffiliation unknown1
Sinarwaty SunarjoAffiliation unknown1
La SurimiUniversitas Halu Oleo1
Rizal Adi SaputraUniversitas Halu Oleo1
Nurmaladewi NurmaladewiUniversitas Halu Oleo1
Amalia Baitul JanahAffiliation unknown1
Yusliastri Ambar PambudhiAffiliation unknown1
Edy Fatur RahmanAffiliation unknown1
Linda Fajriah FajriahAffiliation unknown1
Eva HerikUniversitas Halu Oleo1
Junior Purnama KaimuddinAffiliation unknown1
nur astianilaAffiliation unknown1
AgustiawanAffiliation unknown1
Khumaira Hibatillah YusufAffiliation unknown1
Ulfadilla ulfadillaAffiliation unknown1
La Ode Surazal QalbiAffiliation unknown1
SisnaAffiliation unknown1
Muh Toriq HuzaifahAffiliation unknown1
Syahnaya Febrianty TangkalaloAffiliation unknown1
Frolis LabiroAffiliation unknown1

Affiliations come from OpenAlex; journal OAI-PMH metadata carries none. Authors without an OpenAlex ID are matched by name, which can merge or split people.

Metadata source: OAI-PMH (metadata jurnal) https://sublimapsipsikologi.uho.ac.id/index.php/journal/oai, first harvested 6 Nov 2026, last seen 6 Nov 2026.
Original metadata (oai_dc) 
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	<dc:title xml:lang="en-US">Conformity in Consumptive Behavior in Purchasing Skincare Products among Female University Students</dc:title>
	<dc:title xml:lang="id-ID">The Konformitas dalam Perilaku Konsumtif Pembelian Produk Skincare  pada Mahasiswi</dc:title>
	<dc:creator>Anatonga, Nadyah</dc:creator>
	<dc:creator>Suarni, Waode</dc:creator>
	<dc:creator>Kaimuddin, Sitti Mikarna</dc:creator>
	<dc:subject xml:lang="en-US">conformity,</dc:subject>
	<dc:subject xml:lang="en-US">consumtive behavior,</dc:subject>
	<dc:subject xml:lang="en-US">female students,</dc:subject>
	<dc:subject xml:lang="en-US">skincare products,</dc:subject>
	<dc:subject xml:lang="id-ID">konformitas,</dc:subject>
	<dc:subject xml:lang="id-ID">mahasiswi,</dc:subject>
	<dc:subject xml:lang="id-ID">perilaku konsumtif,</dc:subject>
	<dc:subject xml:lang="id-ID">produk skincare</dc:subject>
	<dc:description xml:lang="en-US">The increasing use of skincare products among female university students has raised concerns regarding whether purchasing behavior is driven by actual needs or influenced by social factors such as conformity. Female students with high levels of conformity tend to align their purchasing choices with those of their peer groups, while those with lower levels of conformity are more likely to prioritize personal needs and independent decision-making. This study aims to determine the role of conformity in consumer behavior related to skincare product purchases among female students of the Faculty of Economics and Business at Halu Oleo University. This research employed a quantitative approach using an ex post facto design. The participants consisted of 49 female students from the 2023 cohort, selected through purposive sampling from a population of 160 active students who used skincare products and made purchases at least three times per month. Data were collected using a conformity scale and a consumer behavior scale. The data were analyzed using simple linear regression. The results indicated that conformity plays a significant role in consumer behavior, with a significance value of 0.000 and an effective contribution of 28.5 percent. </dc:description>
	<dc:description xml:lang="id-ID">Penggunaan produk skincare yang semakin meningkat di kalangan mahasiswi menimbulkan pertanyaan apakah perilaku pembelian didorong oleh kebutuhan nyata atau dipengaruhi oleh faktor sosial seperti konformitas. Mahasiswi dengan tingkat konformitas yang tinggi cenderung menyesuaikan pilihan pembelian mereka dengan kelompok sebaya, sedangkan mahasiswi yang memiliki tingkat konformitas yang rendah lebih memprioritaskan kebutuhan pribadi dan pengambilan keputusan secara mandiri. Penelitian ini bertujuan untuk mengetahui peran konformitas terhadap perilaku konsumtif pembelian produk skincare pada mahasiswi Fakultas Ekonomi dan Bisnis Universitas Halu Oleo. Penelitian ini menggunakan pendekatan kuantitatif dengan desain ex post facto. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 49 orang dari populasi 160 mahasiswi aktif Fakultas Ekonomi dan Bisnis angkatan 2023 yang menggunakan skincare dan memiliki frekuensi pembelian minimal tiga kali dalam sebulan. Metode pengumpulan data menggunakan skala konformitas dan skala perilaku konsumtif. Teknik analisis data menggunakan analisis regresi linear sederhana. Hasil penelitian menunjukkan bahwa konformitas berperan signifikan terhadap perilaku konsumtif dengan nilai signifikansi 0,000 dan sumbangan efektif sebesar 28,5 persen.</dc:description>
	<dc:publisher xml:lang="en-US">Jurusan Psikologi FKIP Universitas Halu Oleo</dc:publisher>
	<dc:date>2026-05-29</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
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	<dc:type xml:lang="en-US">Peer-reviewed Article</dc:type>
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	<dc:identifier>https://sublimapsipsikologi.uho.ac.id/index.php/journal/article/view/248</dc:identifier>
	<dc:identifier>10.36709/sublimapsi.v7i2.248</dc:identifier>
	<dc:source xml:lang="en-US">Jurnal Sublimapsi; Vol. 7 No. 2 (2026): Sublimapsi Mei 2026 Edition; 223-229</dc:source>
	<dc:source>2716-1854</dc:source>
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	<dc:language>ind</dc:language>
	<dc:relation>https://sublimapsipsikologi.uho.ac.id/index.php/journal/article/view/248/81</dc:relation>
	<dc:rights xml:lang="en-US">Copyright (c) 2026 Jurnal Sublimapsi</dc:rights>
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