PENGARUH KONSEP DIRI DAN KEPERCAYAAN DIRI TERHADAP PERILAKU KONSUMTIF PEMBELIAN GADGET PADA MAHASISWA FAKULTAS HUKUM NON REGULER UNIVERSITAS ISLAM RIAU

Ahmad Hidayat

Abstract


This research was conducted at the Faculty of Law, Islamic University of Riau. The purpose of this study was to determine the effect of Self-concept and self-confidence with consumer behavior on non-regular students in the faculty of law, Islamic University of Riau. Data collection techniques used was a questionnaire which amounted to 41 items to the behavior of the consumer variable (Y), 39 items questionnaire for self-concept variables (X1) and 44 items for self-confidence variable (X2) were distributed to 88 non-regular student in faculty of law. Data were analyzed using multiple linear regression analysis technique. Based on the research results it can be concluded that there is a significant positive relationship between self-concept and self-esteem with the consumer behavior of gadget purchases on non-regular students in the faculty of law. The magnitude of the relationship between interpersonal communication variables (X1) and confidence variables (X2) provide an effective contribution to the adjustment (Y) of 70.10%. Thus it can be assumed that the intensity of consumer behavior gadget purchases done by the students and the individual's self-concept improves the confidence in the students' environment.

 

Keywords: consumer behavior, self concept, Confidence


Full Text: PDF

Refbacks

  • There are currently no refbacks.


View My Stats