HUBUNGAN ANTARA HARGA DIRI DENGAN COMPULSIVE BUYING PADA MAHASISWA DI KOTA MANADO

Maria Aprillia Angela Sangki* -  Universitas Kristen Satya Wacana, Indonesia
Maria Nugraheni Mardi Rahayu -  Universitas Kristen Satya Wacana, Indonesia
DOI : 10.33024/jpm.v7i2.16533

Abstrak

Gaya hidup masyarakat di Kota Manado yang sangat memperhatikan penampilan, menjadi latar belakang terbentuknya motto “biar kalah nasi, mar nda kalah aksi”. Hal ini diyakini oleh seluruh kalangan masyarakat, dengan memiliki penampilan baik dan menarik individu akan merasa lebih berharga. Salah satu cara yang dilakukan untuk menunjang penampilan adalah dengan berbelanja. Akan tetapi, kegiatan berbelanja yang dilakukan mengarah pada perilaku berbelanja yang disebut compulsive buying. Hal ini menunjukkan bahwa harga diri sebagai stimulus yang bisa mendorong individu untuk berperilaku kompulsif. Tujuan dari penelitian ini adalah untuk mengetahui hubungan yang signifikan antara harga diri dengan compulsive buying pada mahasiswa di Kota Manado. Penelitian ini menggunakan pendekatan kuantitatif dengan metode analisis Spearman rank correlation coefficients. Terdapat 226 mahasiswa di Kota Manado, berusia 18-24 tahun yang menjadi partisipan dalam penelitian ini. Penelitian ini menggunakan Edwards Compulsive Buying Scales dan Rosenberg Self Esteem Scales. Hasil dari penelitian ini menunjukkan bahwa terdapat hubungan negatif yang signifikan antara harga diri dan compulsive buying. Implikasi dari penelitian ini diharapkan mahasiswa dapat lebih bisa untuk menghargai diri sendiri sehingga dapat mengurangi perilaku berbelanja yang mengarah pada compulsive buying.

 

Kata Kunci: Compulsive Buying, Harga Diri, Mahasiswa

 

Abstract

The lifestyle of the people in the city of Manado, who place a strong emphasis on appearance, serves as the backdrop for the formation of the motto "biar kalah nasi, mar nda kalah aksi". This is believed by the entire community, as having a good and attractive appearance makes individuals feel more valuable. One of the ways to support this appearance is through shopping. However, shopping activities often lead to a behavior known as compulsive buying. This indicates that self-esteem is a stimulus that can drive individuals to engage in compulsive behavior. The purpose of this research is to determine the significant relationship between self-esteem and compulsive buying among students in Manado. This study employs a quantitative approach with the Spearman rank correlation coefficients analysis method. There were 226 students in Manado, aged 18-24 years, who participated in this research. The study utilized the Edwards Compulsive Buying Scales and Rosenberg Self Esteem Scales. The results of this research show a significant negative relationship between self-esteem and compulsive buying. This research implies that it is hoped that students can learn to value themselves more, thereby reducing shopping behaviors that lead to compulsive buying.

 

Keywords: Compulsive Buying, Self-Esteem, Students

Keywords : Compulsive Buying; Harga Diri; Mahasiswa

  1. Adamczyk, G., Capetillo-Ponce, J., & Szczygielski, D. (2022). Links between types of value orientation and consumer behaviours: An empirical study. Plos One, 17(2).
  2. Ahamed, A. F. M. J., Limbu, Y. B., & Mamun, M. A. (2021). Facebook usage intensity and compulsive buying tendency: the mediating role of envy, self-esteem, and self-promotion and the moderating role of depression. International Journal Electronic Marketing and Retailing, 12(1), 69-88.
  3. American Psychiatric Association. (2000). Diagnostic and statistical manual of mental disorders (4th ed., text rev).
  4. Andreassen, C. S., Griffiths, M. D., Pallesen, S., Bilder, R. M., Torsheim, T., & Aboujaoude, E. (2015). The Bergen Shopping Addiction Scale: reliability and validity of a brief screening test. Frontiers in Psychology, 6(1374). https://doi.org/10.3389/fpsyg.2015.01374
  5. Baron, R.A. & Branscombe, N.R. (2012). Social Psychology. Pearson: New York.
  6. Biolcati, R. (2017). The Role of Self-Esteem and Fear of Negative Evaluation in Compulsive Buying. Frontiers in Psychiatry, 8(74). https://doi.org/10.3389/fpsyt.2017.00074
  7. Challet-Bouju, G., Mariez, J., Perrot, B., Grall-Bronnec, M., & Chauchard, E. (2020). A typology of Buyers Grounded in Psychological Risk Factors for Compulsive Buying (Impulsivity, Self-Esteem, and Buying Motives): Latent Class Analysis Approach in Community Sample. Frontiers in Psychiatry, 11(277). https://doi.org/10.3389/fpsyt.2020.00277
  8. Cieślak, K., & Golusiński, W. (2018). Coping with loss of ability vs. emotional control and self-esteem in women after mastectomy. Reports of Practical Oncology and Radiotherapy, 23(3), 168–174. https://doi.org/10.1016/j.rpor.2018.02.002
  9. D’Astous, A. (1990). An inquiry into the compulsive side of ‘normal’ consumers. Journal of Consumer Policy, 13(1), 15-31.
  10. Dittmar, H., Beattie, J., & Friese, S. (1996), “Objects, decision considerations and self-image in men’s and women’s impulse purchases”. Acta Psychologica, 93(1), 187-206. https://doi.org/10.1016/0001-6918(96)00019-4
  11. Edwards, E. A. (1993). Development of a new scale for measuring compulsive buying behavior. Financial Counseling and Planning, 4, 67-84.
  12. Horváth, C. & Birgelen, M. V. (2015). The role of brands in the behavior and purchase decisions of compulsive versus noncompulsive buyers. European Journal of Marketing, 49(1/2), 2–21. https://doi.org/10.1108/EJM-10-2012-0627
  13. Jalees, T., Amen, U., & Kazmi, Q. (2014). International Buying Behavior. Conference on marketing.
  14. Jiang, Z. & Shi, M. (2016). Prevalence and co-occurence of compulsive buying, problematic internet and mobile phone use in college students in Yantai, China: relevance of self-traits. BMC Public Health, 16(1211). https://doi.org/10.1186/s12889-016-3884-1
  15. Khare, A. & Sadachar, A. (2014). Collective Self-Esteem and Online Shopping Attitudes among College Students: Comparison between the U.S. and India. Journal of International Consumer Marketing, 26, 106-121. https://doi.org/10.1080/08961530.2014.878203
  16. Kothari, H., & Mallik, G. (2015). The comparative analysis of the impact of self-esteem on the compulsive and non-compulsive buyers in NCR. Journal of Business Management & Social Sciences Research, 4(1), 78–88.
  17. Kuiper, N. A., Olinger, L. J., & MacDonald, M. R. (1988). Vulnerability and episodic cognitions in a self-worth contingency model of depression. Guilford: New York.
  18. Leary, M. R. (2005). Sociometer theory and the pursuit of relational value: Getting to the root of self-esteem. European review of social psychology, 16(1), 75-111. https://doi.org/10.1080/10463280540000007
  19. Lim, X. J., Cheah, J. H., Cham, T. H., Ting, H., & Memon, M. A. (2020). Compulsive Buying of Branded Apparel, its Antecedents, and The Mediating Role of Brand Attachment. Asia Pacific Journal of Marketing and Logistic. https://doi.org/10.1108/APJML-03-2019-0126
  20. Mestre-Bach, G., Steward, T., Jiménez-Murcia, S., & Fernández-Aranda, F. (2017). Differences and Similiarities Between Compulsive Buying and Other Addictive Behaviors. Current Addiction Reports. https://doi.org/10.1007/s40429-017-0153-z
  21. Mulyono, K. B., & Rusdarti. (2019). How psychological factors boost compulsive buying behavior in digital era: A case study of Indonesian students. International Journal of Social Economics, 47(3), 334-349.
  22. Mutara, H. & Laloan, C. F. (2021). Pengaruh Literacy Keuangan dan Pengendalian Diri terhadap Perilaku Konsumtif Mahasiswa Pendidikan Ekonomi Jurusan Akuntansi Angkatan 2017 di Universitas Negeri Manado. Jurnal Pendidikan Ekonomi.
  23. Noh, M., & Hasan, H. M. R. (2017). Moderating effect of personality traits on relationships between retail therapy, compulsive buying, and hoarding for fashion products. Journal of Global Fashion Marketing, 8(3), 180-192. https://doi.org/10.1080/20932685.2017.1313125
  24. Nori, R., Zucchelli, M. M., Piccardi, L., Palmiero, M., Bocchi, A., & Guariglia, P. (2022). The Contribution of Cognitive Factors to Compulsive Buying Behaviour: Insights from Shopping Habit Changes during the COVID-19 Pandemic. Behavioral Sciences, 12(260)
  25. Omar, N. A., Rahim, R. A., Wel, C. A. C., & Alam, S. S. (2014). Compulsive buying and credit card misuse among credit card holders: The roles of self-esteem, materialism, impulsive buying and budget constraint. Intangible Capital, 10(1), 52-74.
  26. Olsen, S. O., Khoi, N. H., & Tuu, H. H. (2022). The “Well-Being” and “Ill-Being” of Online Impulsive and Compulsive Buying on Life Satisfaction: The Role of Self-Esteem and Harmony in Life. Journal of Macromarketing, 42(1) 128-145.
  27. Otero-Lopez, J. M., Santiago, M. J., & Castro, M. C. (2023). Big Five Personality Traits and Compulsive Buying: The Mediating Role of Self-Esteem. European Journal of Investigation in Health Psychology and Education, 14, 103-116. https://doi.org/10.3390/ejihpe14010007
  28. Palan, K.M., Morrow, P.C., Trapp, A. I., & Blackburn, V. (2011). Compulsive buying behaviours in college students: the mediating role of credit card misuse. Journal of Marketing Theory and Practice, 19(1), 81-96.
  29. Paparan.id. (2020). Kita Orang Manado. https://paparan.id/kita-orang-manado/# diakses pada tanggal 25 Maret 2023.
  30. Pasquale, C. D., Morando, M., Platania, S., Sciacca, F., Hichy, Z., Nuovo, S. D., & Quattropani, M. C. (2022). The Roles of Anxiety and Self-Esteem in the Risk of Eating Disorder and Compulsive Buying Behavior. International Journal of Environmental Research and Public Health, 19(16245). https://doi.org/10.3390/ijerph192316245
  31. Peker, O., Caykoylu, . A., Ugurlu, . G. K. & Ugurlu, . M. (2023). Effects of Self-Esteem and Coping Skills on Compulsive Buying in Patients with Major Depression: The Moderator Role of Temperament and Character. Psychiatry and Behavioral Sciences, 13(4), 214-225. https://doi.org/10.5455/PBS.20230821011602
  32. Reeves, R. A., Baker, G. A., & Truluck, C. S. (2012). Celebrity Worship, Materialism, Compulsive Buying, and the Empty Self. Psychology & Marketing, 29(9), 674–679. https://doi.org/10.1002/mar.20553
  33. Roberts, J. A., Manolis, C., & Pullig, C. (2014). Contingent Self‐Esteem, Self‐Presentational Concerns, and Compulsive Buying. Psychology & Marketing, 31(2), 147-160.
  34. Rosenberg, M. (1965). Society and The Adolescent Self-Image. Princeton University Press.
  35. Schlosser, S., Black, D. W., Repertinger, S., & Freet, D. (1994). Compulsive buying: Demography, phenomenology, and comorbidity in 46 subjects. General Hospital Psychiatry, 16, 205-212.
  36. Singh, R. & Nayak, J. K, (2016). Effect of family environment on adolescent compulsive buying: mediating role of self-esteem. Asia Pacific Journal of Marketing and Logistics, 28(3), 396-419. https://doi.org/10.1108/APJML-05-2015-0082
  37. Sohn, S. H. & Choi, Y. J. (2012). A Model of Compulsive Buying: Dysfunctional Beliefs and Self-Regulation of Compulsive Buyers. Social Behavior and Personality, 40(10), 1611-1624. https://doi.org/10.2224/sbp.2012.40.10.1611
  38. Tafarodi, R. W. & Milne, A. B. (2002). Decomposing Global Self-Esteem. Journal of Personality, 70(4), 443–484. https://doi.org/10.1111/1467-6494.05017
  39. Tarigan, D. I. M. (2015). Kajian Gaya Hidup Masyarakat di Kelurahan Bahu Kecamatan Malalayang Kota Manado. Acta Diurna, 4(4).
  40. Tarka, P. (2019). Influence of Materialism on Compulsive Buying Behavior: General Similarities and Differences Related to Studies on Young Adult Consumers in Poland and US. Journal of International Consumer Marketing, 1-25. https://doi.org/10.1080/08961530.2019.1695240
  41. Tarka, P. & Kukar-Kinney, M. (2022). Compulsive Buying among Young Consumers in Eastern Europe: A Two-Study Approach to Scale Adaptation and Validation. Journal of Consumer Marketing, 39, 106–120.
  42. Tombeg, J. G. A. H. (2021). Hubungan Antara Gaya Hidup Hedonisme dengan Perilaku Konsumtif terhadap Mahasiswa yang Berasal dari Minahasa. Psikopedia, 2(1), 115-122.
  43. Vilanty, R. & Sumaryanti, I. U. (2019). Hubungan Self-Esteem dengan Perilaku Compulsive Buying pada Mahasiswa di Universitas X di Kota Bandung yang Berbelanja Secara Online. Prosiding Psikologi, 5(2), 311-317.
  44. Virly, N. & Balgies, S. (2023). Self-Esteem dengan Online Compulsive Buying Produk Fashion pada Konsumen Perempuan. Jurnal Psycho Aksara, 1(1), 19-31.
  45. Zhao, S. Q., Zhang, S. C., Jin, T. L., Zhu, L. J., Jia, Y. R., & Li, Q. (2022). Adolescent: The Role of Experiential Avoidance and Self-Esteem. Journal of Psychological Science, 42(2), 477-483.
  46. Zheng, Y., Yang, X., Liu, Q., Chu, X., Huang, Q., & Zhou, Z. (2019). Perceived stress and online compulsive buying among women: A moderated mediation model. Computers in Human Behavior, 103(2020), 13-20. https://doi.org/10.1016/j.chb.2019.09.012

Open Access Copyright (c) 2025 Jurnal Psikologi Malahayati
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.