THE RELATIONSHIP BETWEEN CONFORMITY AND SELF-CONCEPT AND CONSUMPTIVE BEHAVIOR IN ADOLESCENTS IN MA HASYIM ASY'ARI JOGOROTO JOMBANG

This research aims to determine the relationship between conformity and self-concept with consumer behavior among teenagers at MA Hasyim Asy'ari Jogoroto Jombang. The hypothesis proposed in this research is that there is a relationship between conformity and self-concept and consumer behavior among teenagers at MA Hasyim Asy'ari Jogoroto Jombang. The research method used is a quantitative method. This research involved 110 students at MA Hasyim Asyari Jogoroto Jombang. The data collection technique was carried out offline by distributing questionnaires on scales of consumer behavior, conformity, and self-concept using purposive random sampling techniques. Based on the results of the general regression correlation test analysis (2 predictors), the correlation coefficient results were jointly f=5.883 with sig/p 0.004 (sig/p < 0.05). This means that there is a relationship between conformity and self-concept with consumer behavior among young students at MA Hasyim Asy'ari Jogoroto Jombang. Meanwhile, from the results of the intercorrelation matrix, the value obtained is rx1y = 0.369 with sig or p = 0.001 (p<0.05), and rx2y= 0.040 with sig or p = 0.535 (p<0.05). This shows that there is a positive correlation between conformity and consumer behavior and there is no correlation between self-concept and consumer behavior.