Peranan Konsep Diri dan Konformitas dengan Perilaku Konsumtif Pengguna Shopee pada Remaja

Consumptive behavior can occur due to all aspects such as purchasing makeup products, shopping for food, clothes and various other goods. The factor that influences consumer behavior is self-concept where there is a relationship between individuals in a group that gives rise to the desire to buy goods. This research research method uses quantitative methods using instruments in the form of a self-concept role scale, conformity scale, and consumer behavior scale. The research conducted a scale test with a total of 229 respondents. Based on the research and discussion conducted, it can be concluded that there is a significant relationship between self-concept, conformity and consumer behavior in adolescents. This is proven by the results that there is a positive relationship between self-concept and conformity and consumer behavior seen from the Cronbach's Alpha value of each scale, self-concept scale 0.920, conformity 0.833, consumptive behavior 0.766 so the hypothesis is accepted. These results show that self-concept and conformity can be considered factors that influence behavior, self-concept and conformity, the higher the consumer behavior factors that occur