Pengaruh Teman Sebaya dan Iklan Media Sosial Terhadap Perilaku Konsumtif Dalam Pembelian Produk Skincare Pada Mahasiswa di Surakarta
DOI:
https://doi.org/10.38035/jafm.v7i2.3308Keywords:
Perilaku Konsumtif, Teman Sebaya, Iklan Media sosial, Skincare, MahasiswaAbstract
Penelitian ini berjudul Pengaruh Teman Sebaya dan Iklan Media Sosial terhadap Perilaku Konsumtif Mahasiswa dalam Pembelian Produk Skincare di Kota Surakarta. Latar belakang penelitian ini adalah meningkatnya perilaku konsumtif mahasiswa seiring perkembangan industri skincare dan tingginya penggunaan media sosial. Penelitian ini bertujuan untuk menganalisis pengaruh teman sebaya dan iklan media sosial terhadap perilaku konsumtif mahasiswa. Metode yang digunakan adalah penelitian kuantitatif dengan pendekatan asosiatif kausal dan desain survei cross-sectional, dengan sampel sebanyak 92 mahasiswa yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan Structural Equation Modeling-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa teman sebaya dan iklan media sosial berpengaruh positif dan signifikan terhadap perilaku konsumtif, dengan pengaruh teman sebaya lebih dominan. Secara simultan, kedua variabel mampu menjelaskan variasi perilaku konsumtif sebesar 46,8%. Kesimpulannya, perilaku konsumtif mahasiswa dipengaruhi oleh interaksi sosial dan paparan media digital, sehingga diperlukan kesadaran dalam mengelola konsumsi secara rasional.
References
Aliffia, P. (2025). Fenomena Fomo bagi Perilaku Konsumtif dalam Pembelian Produk Skincare (Studi Kasus Mahasiswa FISH UNJ Followers Tiktok Tasya Farsya). Jurnal Intelek Dan Cendikiawan Nusantara, 2(3), 4299–4309. https://jicnusantara.com/index.php/jicn/article/view/4406%0Ahttps://jicnusantara.com/index.php/jicn/article/download/4406/4455
Amaliah, R., Achmadi, & Syamsuri. (2025). Pengaruh Lingkungan Pergaulan Dan Media Sosial Terhadap Perilaku Konsumtif Mahasiswa Pendidikan Ekonomi Fkip Untan. Jurnal Penidikan Dan Pembelajaran Khatulistiwa, 14, 309–317. Https://Doi.Org/10.26418/Jppk.V14i2.91364
Aprilliyanti, R. S., & Asmawan, M. C. (2023). The Influence Of Ease Of Transactions Using Shopeepay , Promotion And Hedonism Lifestyle On Consumptive Behavior Of Accounting Education Students Muhammadiyah. International Conference on Education Innovation and Social Science, July, 600–607. https://proceedings.ums.ac.id/iceiss/article/view/3377/3195
Ashari, A. A., & Sudarwanto, T. (2022). Pengaruh Teman Sebaya Dan Media Sosial Terhadap Keputusan Pembelian pada Produk Lip Cream. Jurnal Sinar Manajemen, 09(02), 170–182.
Bahar, A., Widyaningsih, D., & Kusumajaya, R. A. (2026). Consumptive Culture Among Students: Contributions Of Social Media Marketing, Social Pressure, Financial Management, And Shopee Gamification. Journal of Management Small Adn Medium Enterprises, 19(1), 739–758. https://ejurnal.undana.ac.id/index.php/JEM/article/view/27361
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345.
Fransisca, C., & Erdiansyah, R. (2020). Media Sosial dan Perilaku Konsumtif. Prologia, 4(2), 435. https://doi.org/10.24912/pr.v4i2.6997
Hiriyanti, H., & Nugraha, J. A. (2024). Pengaruh Media Sosial, Konformitas Teman Sebaya dan Lifestyle Terhadap Berperilaku Konsumtif Pada Mahasiswa Institut Agama Islam Tasikmalaya. La Zhulma| Jurnal Ekonomi Dan Bisnis Islam, 5(1), 264–282. https://doi.org/10.70143/lazhulma.v5i1.357
Ilyas, K., Hasmin, F., Trisnawataty, Safitri, A. S. I., & Azhari, S. R. I. (2025). The Influence Of Social Media On Consumer Behavior And Marketing Strategy : Literature Review Analysis. JEINSA : Jurnal Ekonomi Ichsan Sidenreng Rappang, 4(1), 400–413. https://doi.org/10.61912/jeinsa.v4i1.186
Juliana, R., Bakar, resekiana mas, & Hamid, andi nasrawati. (2023). Pengaruh Intensitas Penggunaan Media Sosial Tiktok Terhadap Perilaku Konsumtif Pada Mahasiswi. PESHUM : Jurnal Pendidikan, Sosial Dan Humaniora, 2(6), 1067–1079. https://doi.org/10.56799/peshum.v2i6.2381
Khafida, A. A., & Hadiyati, F. N. R. (2020). Hubungan Antara Koformitas Teman Sebaya dengan Perilaku Konsumtif Pembelian Skincare di Marketplace Pada Remaja Putri SMA N 1 Kendal. Jurnal EMPATI, 8(3), 588–592. https://doi.org/10.14710/empati.2019.26501
Maharani, A. D., & Muflikhati, I. (2025). Consumptive Behavior in Makeup Product Purchases among University Students : The Role of Self-Control , Peer Conformity , and Electronic Word of Mouth. Journal of Child, Family, and Consumer Studies 2025, 4(3), 177–192. https://doi.org/10.29244/jcfcs.4.3.177-19
Malau, Andreas, H. B., & Asriwandari, H. (2025). Perilaku Komsumtif Dalam Menggunakan Produk Skincare Pelajar Jurusan Kecantikan SMK Negeri 3 PekanBaru. Ilmiah, Jurnal Pendidikan, Wahana, 11(2012), 175–189. https://doi.org/https://jurnal.peneliti.net/index.php/JIWP/article/view/13040
Maulidy, A., Zaini, A. W., & Sanjani, M. A. F. (2025). Social Media Influence on Consumerism Trends Among College Students. Indonesian Journal of Education and Social Studies, 5(1), 16–28. https://doi.org/10.33650/ijess.v5i1.11682
Muttaqin, F. N., Noviani, L., & Sudarno. (2022). Pengaruh media sosial, literasi ekonomi, dan kelompok teman sebaya terhadap perilaku konsumtif mahasiswa pendidikan ekonomi. Jurnal Pendidikan Ekonomi (JUPE), 10(3), 237–246. https://doi.org/10.26740/jupe.v10n3.p237- 246
Nurfatimah, F., & Jatmika, S. (2024). The Trend of Consumptive Behavior Among Accounting Education Students : Exploring The Influence of Influencer Marketing, FoMO, and Brand Awareness Awareness. JPEK (Jurnal Pendidikan Ekonomi Dan Kewirausahaan), 8(2), 436–448. https://doi.org/10.29408/jpek.v8i2.25295
Rahmawati, M., & Warastri, A. (2024). Relationship Between Peer Conformity and Consumptive Behavior in Purchasing Skincare Products Amongst Female College Students in Yogyakarta. https://doi.org/10.4108/eai.14-8-2024.2351631
Rauf, T., Ahmad, A., Naveeda, & Ali, A. (2024). The Nexus of Social Media Advertising and Its Impact on Consumer Buying Behaviour for Skincare Products. European Economic Letters (EEL), 14(4), 1213–1222. https://eelet.org.uk/index.php/journal/article/view/2249
Sari, D. E. (2018). Pendidikan Literasi Keuangan Melalui Program Kemitraan Dengan Bank Untuk Mengurangi Perilaku Konsumtif Pada Mahasiswa. Jurnal Pendidikan Dan Ilmu Sosial, 28(1), 22–30. https://journals.ums.ac.id/index.php/jpis/article/view/6769/4095
Suhandoko, A. R., Mulyadi, D., Pertiwi, S., Sandi, H., & Pertiwi@ubpkarawang, S. (2025). Pengaruh Gaya Hidup dan Teman Sebaya terhadap Perilaku Konsumtif Pembelian Skincare pada Remaja SMAN 5 Karawang. Jurnal Ekonomi Efektif, 7(3), 327–337. https://doi.org/http://dx.doi.org/10.32493/JEE.v7i3.48954
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Alfinda Salma Kharantika, Harsono Harsono
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Journal of Accounting and Finance Management (JAFM) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Journal of Accounting and Finance Management (JAFM).
