RELATIONSHIP BETWEEN CONFORMITY AND HEDONISM LIFESTYLE WITH CONSUMER BEHAVIOR OF E-COMMERCE USERS IN STUDENTS AND FEMALE STUDENTS OF PSYCHOLOGY UNDAR

Currently shopping is not only directly meeting or face to face between sellers and buyers but can also be done online. Online buying and selling transactions are carried out in one network, namely E-Commerce. The purpose of this study was to determine whether there is a correlation between conformity and hedonistic lifestyle with the consumer behavior of E-Commerce users in UNDAR Psychology students and respondents in this study were UNDAR Psychology students aged 18- 25 years with a total of 105 people. The data collection technique was carried out online with a google form, the determination of the sample used in this study was purposive random sampling. Based on the test results used in this study was purposive random sampling. Based on the results of the Rho Spearmen correlation analysis test, the results obtained on the X1Y variable were 0.774 and a sig value.
0.000 (p <0.05). and the X2Y variable with a correlation value of 0.203 and a sig value of 0.038 (p <0.05). This shows that there is a positive correlation between conformity and hedonistic lifestyle with the consumer behavior of e-commerce users in UNDAR students.