ANALISIS PENGARUH GAYA HIDUP HEDONISME DAN KONFORMITAS TEMAN SEBAYA TERDAHAP PERILAKU KONSUMSI FASHION SISWA SMA NEGERI 3 MEDAN

Abstract

Abstract: Fashion consumption behavior among adolescents tends to increase along with developments in fashion trends and the influence of the social environment. This condition indicates that consumption decisions are not only based on needs but are also influenced by lifestyle and friendship groups. This study aims to determine the influence of hedonistic lifestyle and peer conformity on fashion consumption behavior of students at SMA Negeri 3 Medan, both partially and simultaneously. This study used a quantitative approach with a causal associative method. The study population was 288 eleventh-grade students at SMA Negeri 3 Medan taking Economics. The study sample of 167 students was determined using stratified random sampling. Data collection was carried out through questionnaires. Data analysis used multiple linear regression, t-tests, F-tests, and coefficients of determination using SPSS. The results of the study indicate that a hedonistic lifestyle and peer conformity have a positive and significant influence on students' fashion consumption behavior, both partially and simultaneously. The coefficient of determination (R Square) of 0.547 indicates that 54.7% of the variation in students' fashion consumption behavior can be explained by these two variables, while 45.3% is influenced by other factors outside the study. Based on the results of the study, it is necessary to improve financial literacy and understanding of rational consumption so that students can make wiser consumption decisions.

Keywords: Hedonistic Lifestyle, Peer Conformity, Fashion Consumption Behavior.

Abstrak: Perilaku konsumsi fashion di kalangan remaja cenderung meningkat seiring perkembangan tren fashion dan pengaruh lingkungan sosial. Kondisi ini menunjukkan bahwa keputusan konsumsi tidak hanya didasarkan pada kebutuhan, tetapi juga dipengaruhi oleh gaya hidup dan kelompok pertemanan. Penelitian ini bertujuan untuk mengetahui pengaruh gaya hidup hedonisme dan konformitas teman sebaya terhadap perilaku konsumsi fashion siswa SMA Negeri 3 Medan baik secara parsial maupun simultan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode asosiatif kausal. Populasi penelitian berjumlah 288 siswa kelas XI SMA Negeri 3 Medan yang mengambil mata pelajaran Ekonomi. Sampel penelitian sebanyak 167 siswa ditentukan menggunakan teknik stratified random sampling. Teknik pengumpulan data dilakukan  melalui penyebaran angket. Analisis data menggunakan regresi linear berganda, uji t, uji F, dan koefisien determinasi dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa gaya hidup hedonisme dan konformitas teman sebaya berpengaruh positif dan signifikan terhadap perilaku konsumsi fashion siswa baik secara parsial maupun simultan. Nilai koefisien determinasi (R Square) sebesar 0,547 menunjukkan bahwa 54,7% variasi perilaku konsumsi fashion siswa dapat dijelaskan oleh kedua variabel tersebut, sedangkan 45,3% dipengaruhi oleh faktor lain di luar penelitian. Berdasarkan hasil penelitian, diperlukan peningkatan literasi keuangan dan pemahaman mengenai konsumsi rasional agar siswa mampu mengambil keputusan konsumsi yang lebih bijak.

Kata kunci: Gaya Hidup Hedonisme, Konformitas Teman Sebaya, Perilaku Konsumsi Fashion.