<![CDATA[Although the relationship between self-concept and consumptive behavior has been examined in several studies, research specifically addressing the relationship between these two variables in lipstick purchases among students of the Cosmetology and Beauty Study Program remains limited. This study aims to analyze the relationship between self-concept and consumptive behavior in purchasing lipstick products among students of the Cosmetology and Beauty Study Program at Universitas Negeri Padang. This study employed a quantitative approach with a descriptive correlational design involving 212 students as respondents selected through simple random sampling. Data were collected using a Likert-scale questionnaire and analyzed through descriptive analysis and the Spearman rank correlation test. The results showed that the students’ self-concept was in the fairly good category, whereas their consumptive behavior in purchasing lipstick products was in the moderate category. The correlation analysis showed a positive and significant relationship between self-concept and consumptive behavior in purchasing lipstick products (rs = 0.361; p < 0.05), with a low level of correlation. This study concludes that self-concept is related to students’ consumptive behavior in purchasing lipstick products, although it is not the primary factor influencing such behavior. These findings contribute to the development of consumer psychology studies, particularly regarding students’ consumptive behavior in the context of cosmetic products, and may serve as a reference for further research to identify other factors influencing consumptive behavior.]]>
