HUBUNGAN ANTARA HARGA DIRI DAN KONFORMITAS DENGAN IMPULSIVE BUYING DI SMK KESEHATAN SURABAYA

Abstract

Teens have a tendency to do impulsive buying. Teens who did impulsive buying aims to improved their self-esteem. Unplanned buying happened to support the style of a teenager to be accepted and liked by their friends in their environment. The purpose of this study was to determine the relationship between self-esteem and conformity with impulsive buying on adolescent daughter in SMK Kesehatan Surabaya. The subject of this study were 116 female students of class X, XI, and XII SMK Kesehatan Surabaya. Data were collected by using Self-Esteem Scale, Conformity Scale and Impulsive Buying Scale. Self-Esteem Scale adapted from Haryono (2013) by using theory belongs to Coopersmith (in Burns, 1998) with α = 0,960. Conformity Scale adapted from Hotpascaman (2010) by using theory belongs to Deutsch and Gerard (in Myers, 2010) with α = 0,785. Impulsive Buying Scale adapted from Wathani (2009) by using theory belongs to Loudon and Bitta (1993) with α = 0,938. Data analysis was using Pearson product-moment correlation. The results of this study showed a negative correlation (r=-0,233, p<0,05) between self-esteem to impulsive buying and there was no relationship between conformity to impulsive buying(r=0,120). These results indicate that the negative relationship between self-esteem and impulsive buying in SMK Kesehatan Surabaya and no relationship between conformity and impulsive buying in SMK Kesehatan Surabaya. The teens are advised to have a high self-esteem so they will not doing impulsive buying. Adolescence with a high self-esteem have a good self-control to ignore and will not doing impulsive buying. Other way to improve self-esteem for teens using reality counseling, this method focus on teens behavior with psychological dan their identity so the teenagers feel their self worthy.