Peran Iklan Media Sosial Instagram dengan Perilaku Konsumtif Pada Mahasiswa

Azzali, Naufal Affan and , Dr. Nisa Rachmah Nur Anganthi, M.Si, Psikolog (2023) Peran Iklan Media Sosial Instagram dengan Perilaku Konsumtif Pada Mahasiswa. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Students have a fairly high consumptive behavior considering the large number of wills to make purchases that are not in accordance with their needs. Consumptive behavior is an act of making purchases without thinking about it and when someone buys something just to satisfy a want rather than a need. The purpose of this study is to examine the relationship between Instagram social media advertising and consumer behavior among students. The research hypothesis is that there is a positive relationship between Instagram social media advertising and consumer behavior in students. This research method uses correlational quantitative methods with research subjects totaling 162 people with data collection using purposive sampling technique. The measurement tools used are the Instagram social media advertising scale and the consumer behavior scale. Data analysis uses product moment analysis techniques. The results of the analysis show that there is a positive and significant relationship between Instagram social media advertising and consumptive behavior in students with a value of sig 1 tailed = 0.026 (p <0.05). The conclusion of this study shows that social media advertising contributes to consumptive behavior. Keywords: Social Media Advertising, Consumptive Behavior, Students

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Social Media Advertising, Consumptive Behavior, Students
Subjects:	B Philosophy (General); Religion > BB Psychology
Divisions:	Fakultas Psikologi > Psikologi
Depositing User:	Unnamed user with username f100172127
Date Deposited:	09 May 2023 04:10
Last Modified:	09 May 2023 04:10
URI:	http://eprints.ums.ac.id/id/eprint/111591

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