Abstract
The make up trends encourage female university students to buy the latest makeup products without considering their actual needs.Along with the addtion of electronic word of mouth and hedonic shopping motivation that could trap them into consumptive behavior This study aims to identify: 1) relation between electronic word of mouth and hedonic shopping motivation with consumptive behavior towards makeup products, 2) relation between electronic word of mouth with consumptive behavior towards makeup products, 3) relation between hedonic shopping motivation with consumptive behavior towards makeup products. This research was conducted on 61 female psychology majors of Sebelas Maret University, selected by using simple random sampling method. The research instruments consisted of: consumptive behavior scale, electronic word of mouth scale, and hedonic shopping motivation scale. Data analysis used multiple regression analysis technique. Result shows the score of F 17,834 > Ftable 3,156; p=0,000 (p<0,05); R=0,617, which means that there is a significant, positive correlation between electronic word of mouth and hedonic shopping motivation with consumptive behavior toward makeup products. Partially, there is a significant, positive correlation between electronic word of mouth with consumptive behavior toward makeup products (rx|y= 0,488; p=0,000 < 0,05) and also between hedonic shopping motivation with consumptive behavior toward makeup products hedonic shopping motivation with consumptive behavior toward makeup products.In this research, R2 score is 0,381, which shows that both electronic word of mouth and hedonic shopping motivation give effective contribution of 38,1% to consumptive behavior toward makeup products Keywords: consumptive behavior, electronic word of mouth, hedonic shopping motivation
Published Version
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