HUBUNGAN ANTARA KONSEP DIRI DAN KONFORMITAS DENGAN PERILAKU KONSUMTIF PADA MAHASISWA PENGGUNA ROKOK ELEKTRIK

This study aims to determine the relationship between self-concept and conformity with consumptive behavior among students who use e-cigarettes. The subjects in this study totaled 110 students who were active students in Palembang. This research used a quantitative method with accidental sampling technique. The scale distribution method uses the direct method and is also distributed via Google Form. The hypothesis put forward in this study is that there is a relationship between self-concept and conformity with consumptive behavior in students who use electric cigarettes for the major hypothesis. The test results used multiple linear regression tests with an F value of 7.347 and a significant value of 0.01 (sig <0.05). The first minor hypothesis is that there is a negative relationship between self-concept and consumptive behavior with a correlation of -0.299 and a significant value of 0.02. The second minor hypothesis is that there is a positive relationship between conformity and consumptive behavior with a correlation of 0.320 and a significant value of 0.01. Based on the results of hypothesis testing, it can be concluded that all hypotheses are accepted

Keywords: self-concept, conformity, consumptive behavior