Hubungan antara Kepuasan Pelanggan dan Konsep Diri dengan Perilaku Konsumtif Belanja Online E-Commerce Shopee Mahasiswa Psikologi di Universitas Tama Jagakarsa

Abstract

The purpose of this study was to determine the relationship between customer satisfaction and self-concept with consumer behavior in online shopping using E-Commerce Shopee in Psychology Students at Tama Jagakarsa University. The scale of the measuring instrument used was a modified consumer behavior scale based on the indicators proposed by Sumartono (2023). The modified customer satisfaction scale based on the aspects proposed by Kotler and Keller (in Sajidah, 2023) and the self-concept scale adapted the Personal Self Concept (PSC) Questionnaire scale created by Goni (2011). The study population was 125 Psychology Students at Tama Jagakarsa University. The sample of this study used the Total Sampling technique. The results of the multi-correlation coefficient analysis on the variables of customer satisfaction and self-concept with consumer behavior obtained an R value of 0.415 and an R. Square of 0.172. The results of the analysis obtained that the magnitude of the Pearson product moment correlation coefficient between customer satisfaction and consumer behavior was obtained r = 0.340 with a Sig value of 0.001 (<0.05) and self-concept with consumer behavior was obtained r = -0.217 with a Sig value of 0.034 (<0.05). So it can be concluded that there is a significant relationship between customer satisfaction and self-concept with consumer behavior. There is a positive relationship between customer satisfaction and consumer behavior. There is a negative relationship between self-concept and consumer behavior.