BODY IMAGE DENGAN PERILAKU KONSUMTIF PRODUK KOSMETIK PADA WANITA DEWASA AWAL

Consumptive behavior in women, especially in early adulthood, who use cosmetic products is increasing along with the development of beauty standards influenced by social media. Body image, as an individual's perception of their body is often a factor that causes consumptive behavior. This study aims to determine the relationship between body image and consumptive behavior of cosmetic products in early adult women. This study uses a quantitative approach with a correlational design. The number of samples used was 150 early adult women who used cosmetic products. This study uses the Consumptive Behavior scale adapted by Tiona which consists of 28 items and the Body Image scale compiled by Ratnasari which consists of 18 items. The sampling technique used accidental sampling. Data analysis was carried out using the Statistical Package for Social Science (SPSS) version 29 for windows application using the Pearson correlation test. The results of this study indicate that body image has a positive relationship with consumptive behavior of cosmetic products in early adult women with a value of r = 0.496. This shows that the higher the Body Image, the higher the Consumptive Behavior, and the higher the Consumptive Behavior, the higher the Body Image.