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All Journal International Journal of Social Science, Education, Communication and Economics
Anggra Oktaviani, Feby
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Religion Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences

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Consumptive Behavior Reviewed from Self-Esteem and Brand Image in Teenagers Putri Mahendra, Dinda; Grice Karaeng, Panca; Anggra Oktaviani, Feby
International Journal of Social Science, Education, Communication and Economics Vol. 3 No. 1 (2024): April
Publisher : Lafadz Jaya Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/sj.v3i1.282

Abstract

This research aims to determine the relationship between self-esteem and brand image and consumer behavior in adolescents. This research uses a quantitative approach using a questionnaire. The psychological measuring instruments used in this research include the consumer behavior scale, self-esteem scale and brand image scale. The sample in this study was female students in class X SMA YP Unila Bandar Lampung with a total of 215 students. The data analysis technique for this research uses multiple regression analysis assisted by the SPSS 21.0 for Windows program to see the relationship between self-esteem and brand image and consumer behavior in teenagers. The results of this research show that self-esteem and brand image have an effective contribution of 27.5% to related variables and 72.5% are generated by other variables outside this research. The self-esteem variable has no relationship with consumer behavior in adolescents, marked with a significance value of 0.444 (p>0.05), while the brand image variable shows a relationship with consumer behavior, marked with a significance value of 0.001 (p<0.05).
Co-Authors Grice Karaeng, Panca Putri Mahendra, Dinda