The Influence of Self-control and Peer Conformity on the Consumptive Behavior of E-commerce User Students at the Faculty of Economics UNIMED

Frido Evindey Manihuruk; Filja Azkiah Siregar; Jonatan Marbun; Nasrullah Hidayat

doi:10.47134/trilogi.v4i1.139

Authors

Frido Evindey Manihuruk Universitas Negeri Medan
Filja Azkiah Siregar Universitas Negeri Medan
Jonatan Marbun Universitas Negeri Medan
Nasrullah Hidayat Universitas Negeri Medan

DOI:

https://doi.org/10.47134/trilogi.v4i1.139

Keywords:

Self-control, Peer conformity, Consumptive behavior, E-commerce

Abstract

The consumptive behavior of e-commerce users among students has become a complex issue within the UNIMED economics faculty campus environment. Environmental influences such as peer pressure are believed to be one of the drivers behind individuals purchasing products on e-commerce platforms. Self-control in excessive consumption is a crucial factor in reducing uncontrolled consumptive behavior. This research aims to analyze the influence of self-control and peer conformity on the consumptive behavior of e-commerce users among students in the UNIMED economics faculty environment. This quantitative study utilizes primary data obtained from a population of 3,345, with 100 respondents as its sample. Data collection is conducted using questionnaires containing 15 items for each variable. The results of this study indicate that self-control has a non-significant negative influence on students' consumptive behavior. Meanwhile, peer conformity has a significant positive influence on students' consumptive behavior. These findings demonstrate that students in the UNIMED economics faculty lack self-control and prioritize peer decisions, resulting in increased consumptive behavior. This research is expected to highlight the importance of enhancing self-control and raising students' awareness of peer influence in consumption decisions

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