Rahayu Sri Herawati, - (2024) PENGARUH CONTENT MARKETING DAN KONTROL DIRI TERHADAP PERILAKU KONSUMTIF PADA KONSUMEN PRODUK KOSMETIK SOMETHINC. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh content marketing dan kontrol diri terhadap perilaku konsumtif pada konsumen produk kosmetik Somethinc. Penelitian ini menggunakan desain pendekatan kuantitatif dengan metode korelasional. Responden yang terlibat merupakan 375 konsumen produk kosmetik Somethinc berusia 18 – 25 tahun yang memiliki media sosial serta pernah lebih dari sekali melakukan pembelian produk kosmetik Somethinc. Content marketing diukur menggunakan skala adaptasi berdasarkan aspek-aspek content marketing oleh Douglas Karr, kontrol diri diukur menggunakan adaptasi The Self-Control Scale (SCS), dan perilaku konsumtif diukur menggunakan skala adaptasi dari aspek-aspek perilaku konsumtif oleh Erich Fromm. Hasil penelitian menunjukkan terdapat pengaruh content marketing dan kontrol diri terhadap perilaku konsumtif pada konsumen produk kosmetik Somethinc. Diketahui pula bahwa kontrol diri lebih besar memengaruhi perilaku konsumtif dibandingkan dengan content marketing. Dengan mengetahui hasil penelitian, disarankan bagi pihak kosmetik Somethinc maupun para pelaku usaha lain untuk membuat dan menyebarkan konten pemasaran yang jelas dengan memuat informasi mengenai produk yang mudah dipahami konsumen, agar konsumen dapat membeli produk kosmetik sesuai dengan fungsi yang dibutuhkannya, serta membuat konten untuk meningkatkan kesadaran masyarakat dalam melakukan perawatan diri sesuai kebutuhan masing-masing dan tidak melakukan pengonsumsian secara berlebihan. Disarankan pula kepada para konsumen produk kosmetik Somethinc untuk memiliki kontrol diri yang baik agar tidak berperilaku konsumtif. This study aims to determine the effect of content marketing and self-control on consumptive behavior in consumers of Somethinc cosmetic products. This research uses a quantitative approach design with a correlational method. Respondents involved were 375 consumers of Somethinc cosmetic products aged 18-25 years who have social media and have purchased Somethinc cosmetic products more than once. Content marketing is measured using an adaptation scale based on aspects of content marketing by Douglas Karr, self-control is measured using an adaptation of The Self-Control Scale (SCS), and consumptive behavior is measured using an adaptation scale based on aspects of consumptive behavior by Erich Fromm. The results showed that there is an influence of content marketing and self-control on consumptive behavior in consumers of Somethinc cosmetic products. It is also known that self-control has a greater influence on consumptive behavior than content marketing. By knowing the results of the study, it is recommended for Somethinc cosmetics and other business actors to create and disseminate clear marketing content by including information about products that are easy for consumers to understand, so that consumers can buy cosmetic products according to the functions they need, and create content to increase public awareness in taking care of themselves according to their individual needs and not consuming excessively. It is also recommended for consumers of Somethinc cosmetic products to have good self-control so as not to behave consumptively.
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S_PSI_2009200_Title.pdf Download (460kB) |
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S_PSI_2009200_Chapter1.pdf Download (373kB) |
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S_PSI_2009200_Chapter2.pdf Restricted to Staf Perpustakaan Download (369kB) |
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S_PSI_2009200_Chapter3.pdf Download (372kB) |
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S_PSI_2009200_Chapter4.pdf Restricted to Staf Perpustakaan Download (392kB) |
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S_PSI_2009200_Chapter5.pdf Download (220kB) |
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S_PSI_2009200_Appendix.pdf Restricted to Staf Perpustakaan Download (2MB) |
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=id ID SINTA Dosen Pembimbing: Diah Zaleha Wyandini: 6124256 Ita Juwitaningrum: 6746336 |
| Uncontrolled Keywords: | Content marketing, Konsumen, Kontrol diri, Kosmetik, Perilaku konsumtif, Somethinc. Consumer, Consumptive behavior, Content marketing, Cosmetic, Self-control, Somethinc |
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology |
| Divisions: | Fakultas Ilmu Pendidikan > Program Studi Psikologi |
| Depositing User: | Rahayu Sri Herawati |
| Date Deposited: | 16 Jan 2025 08:38 |
| Last Modified: | 16 Jan 2025 08:38 |
| URI: | http://repository.upi.edu/id/eprint/129719 |
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