HUBUNGAN ANTARA KECENDERUNGAN NARSISTIK DENGAN PERILAKU KONSUMTIF BELANJA ONLINE PADA MAHASISWA PENGGUNA INSTAGRAM

Currently, Instagram is dominated by students. Instagram is used to promote beauty or fashion products through advertising and endorsements. This can trigger consumer behavior. Apart from Instagram, there are factors that influence consumer behavior, namely narcissistic personality. The aim of the research is to determine the relationship between narcissistic tendencies and consumer online shopping behavior among student Instagram users. This research uses a correlational quantitative approach. The research respondents were 385 Instagram users who were selected using accidental sampling techniques. The research instruments used were the narcissistic tendencies scale and the consumer behavior scale. The data analysis method uses product moment correlation. This research obtained an r value of 0.727, which means there is a positive or directly proportional relationship between narcissistic tendencies and online shopping consumptive behavior among students who use Instagram, so the higher the narcissistic tendencies, the higher the consumptive behavior and vice versa. Then the results of the correlation test showed that there was a positive relationship between narcissistic tendencies and consumer online shopping behavior among student instagram users.