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Pamela Hendra Heng
Universitas Tarumanagara
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HUBUNGAN ANTARA BODY IMAGE DAN PERILAKU KONSUMTIF BERBELANJA PRODUK MAKEUP PADA DEWASA MUDA Raden Ayu Karimatu Zakiyah; Pamela Hendra Heng; Hanna Christina Uranus
PAEDAGOGY : Jurnal Ilmu Pendidikan dan Psikologi Vol. 5 No. 4 (2025)
Publisher : Pusat Pengembangan Pendidikan dan Penelitian Indonesia (P4I)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51878/paedagogy.v5i4.8521

Abstract

Young adults are a group that is in an important stage of development and pays great attention to physical appearance as a form of self-identity and social acceptance. One way to improve physical appearance is through the use of makeup products. This phenomenon encourages consumptive behavior in the purchase of beauty products, which is driven not only by functional needs but also by psychological urges related to body image. Body image is a person's perception, attitude, and evaluation of their physical appearance, which can be positive or negative. This study aims to determine the relationship between body image and consumptive behavior in purchasing makeup products among young adults. The research method used was a quantitative correlational approach. There were 318 young adults aged 18-30 years who used makeup at least three times a week. Data collection was conducted using an online questionnaire based on the Multidimensional Body Self Relations Questionnaire – Appearance Scales (MBSRQ-AS) and a consumptive behavior scale. Data analysis was conducted using correlation tests to determine the relationship between the two variables. The results showed that there was a positive and significant relationship between body image and consumptive behavior in makeup shopping, indicating that the higher the body image score, the higher the tendency for consumptive behavior in purchasing makeup products. These findings indicate that psychological aspects related to body perception and assessment are associated with makeup consumption behavior among young adults. This study is expected to serve as a basis for evaluation in promoting wise consumption awareness and strengthening a healthy body image. ABSTRAK Dewasa muda merupakan kelompok yang berada pada fase perkembangan penting dan memiliki perhatian besar terhadap penampilan fisik sebagai bentuk pencapaian identitas diri serta penerimaan sosial. Salah satu upaya untuk meningkatkan penampilan fisik adalah melalui penggunaan produk makeup. Fenomena ini mendorong munculnya perilaku konsumtif dalam pembelian produk kecantikan, yang tidak hanya didorong oleh kebutuhan fungsional, tetapi juga oleh dorongan psikologis terkait body image. Body image merupakan persepsi, sikap, dan evaluasi seseorang terhadap penampilan tubuhnya, yang dapat bersifat positif maupun negatif. Penelitian ini bertujuan untuk mengetahui hubungan antara body image terhadap perilaku konsumtif berbelanja produk makeup pada dewasa muda. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan korelasional. Partisipan berjumlah 318 dewasa muda berusia 18-30 tahun yang menggunakan makeup minimal tiga kali dalam seminggu. Pengambilan data dilakukan menggunakan kuesioner online yang disusun berdasarkan skala Multidimensional Body Self Relations Questionnaire – Appearance Scales (MBSRQ-AS) dan skala perilaku konsumtif. Analisis data dilakukan menggunakan uji korelasi untuk mengetahui hubungan antara kedua variabel. Hasil penelitian menunjukkan bahwa terdapat hubungan positif dan signifikan antara body image dan perilaku konsumtif berbelanja makeup, yang menunjukkan bahwa semakin tinggi nilai body image, maka semakin tinggi pula kecenderungan perilaku konsumtif dalam pembelian produk makeup. Temuan ini mengindikasikan bahwa aspek psikologis terkait persepsi dan penilaian terhadap tubuh berkaitan dengan perilaku konsumsi produk makeup pada dewasa muda. Penelitian ini diharapkan dapat menjadi bahan evaluasi dalam meningkatkan kesadaran konsumsi yang bijak serta penguatan body image yang sehat.
Co-Authors Adit Widodo Santoso Adiyatma Doni Pratama Amala Fahditia Anastasia Putri Leleng Wilis Andriona, Joan Angelia, Mikha Angelina Wijaya Anggela, Khezia Audy, Ervina Bongso, Cristine Imelda Christina Christina Christy, Christy Debora Basaria Dende, Natalia Desiree Gracia Nelwan Diana Govert Anjali Dinanti, Rizka Djap Hadi susanto Elthamasta Vigiliani Lahagu Febriani, Oki Kartika Fira Khumairoh Franklin Hutabarat, Franklin Fransisca I. R. Dewi Grace Christina Sorta Hanna Christina Uranus Hartinah Dinata Idulfilastri, Rita Markus Inke Ayu Pertiwi Jati Ramadhan, Muhammad Dimas Aji Jessica Chandhika Joan Andriona Lathiifah, Septi Maria VB Lopulalan Monty P Satiadarma Mote, Elvine Semulin Muslimah, Najla Nada N, Billy Naomi Soetikno Naomi Soetikno Naomi Soetikno Natarezwa, Mohammad Kahmed Ramm Nawangwulan Intan Widyasri Nevy Prinanda Putri Nichole Aurelia Nugroho, Natiyan Fajar Nurcintame, Nydia Putri P, Ilham Ramadhan Patricia Sarwono Pramudita, Eka Ardina Prasetyo, Sylvia Rosiana Pricilia Claudia Pattynama Prisilia Prisilia Putra, Rafi Swarna Erlangga Rachmasari, Chintya Raden Ayu Karimatu Zakiyah Rahmah Hastuti Ramadhan, Rusydian Ramm Natarezwa*, Mohammad Kahmed Riana Sahrani Riana Sahrani Rio Manuel Setia Rita Markus Idulfilastri Ronald Winardi Kartika Roswiyani Saputra, Mikhael Adam Sari, Mely Imelda Septi Lathiifah Shania Kintani Sheila Stefanie Soewita Sri Tiatri Stephanie Angelina Stephanie Angelina Sudrajat, Zahra Kayla Susanto, Audrey Valencia Susi Handayani Br. Lubis Tania Mursalim Tiatri, Sri Timothi Djukardi Uranus, Hanna Christina Veronica, Davina Yulia Lestari Tarihoran Yunike Putri Zaldi, Delian Natalie