Article
Conformity in Consumptive Behavior in Purchasing Skincare Products among Female University Students
Jurnal Sublimapsi, Vol. 7 No. 2 (2026), hlm. 223–229
Abstrak
The increasing use of skincare products among female university students has raised concerns regarding whether purchasing behavior is driven by actual needs or influenced by social factors such as conformity. Female students with high levels of conformity tend to align their purchasing choices with those of their peer groups, while those with lower levels of conformity are more likely to prioritize personal needs and independent decision-making. This study aims to determine the role of conformity in consumer behavior related to skincare product purchases among female students of the Faculty of Economics and Business at Halu Oleo University. This research employed a quantitative approach using an ex post facto design. The participants consisted of 49 female students from the 2023 cohort, selected through purposive sampling from a population of 160 active students who used skincare products and made purchases at least three times per month. Data were collected using a conformity scale and a consumer behavior scale. The data were analyzed using simple linear regression. The results indicated that conformity plays a significant role in consumer behavior, with a significance value of 0.000 and an effective contribution of 28.5 percent.