Pengaruh Self-Esteem terhadap Perilaku Konsumtif Membeli Fashion dengan Gaya Hidup Hedonis sebagai Moderator

Abstract. The development of fashion trends and the ease of access to online shopping affect the consumption patterns of female students, especially in the purchase of fashion products. These consumptive behaviors are often driven by a desire to feel more valuable and socially accepted through appearances. Self-esteem plays a role in shaping an individual's assessment of oneself, while a hedonistic lifestyle reflects a tendency to seek pleasure and satisfaction through consumption activities. This study aims to test the influence of self-esteem on the consumptive behavior of buying fashion with a hedonistic lifestyle as a moderator for female students of the Islamic University of Bandung. This study uses a quantitative approach with a causality design. A sample of 382 female students was selected using the quota sampling technique. The research instrument used the self-esteem scale (Coopersmith, 1967; modified by Rahmadhani, 2023), the consumptive behavior scale (Engel et al., 1994; modified by Anggraini, 2019) and the hedonistic lifestyle scale (Engel, Blackwell & Miniard, 1994; modified by Ardila, 2025). The results of the analysis showed that self-esteem had a significant influence on fashion consumptive behavior (R² = 0.393; p < 0.001). The influence of self-esteem on consumptive behavior moderated by a hedonistic lifestyle showed a significant increase (R² = 0.516), suggesting that hedonistic lifestyle strengthens the relationship between self-esteem and consumptive behavior. These findings indicate that UNISBA students with a high hedonistic lifestyle and high self-esteem tend to be more consumptive in following fashion trends. Thus, hedonistic lifestyles not only moderate, but also strengthen the context of the relationship between self-esteem and consumptive behavior in the realm of consumer psychology of female students.

Abstrak. Perkembangan tren fashion dan kemudahan akses belanja online memengaruhi pola konsumsi mahasiswi, khususnya dalam pembelian produk fashion. Perilaku konsumtif ini sering kali didorong oleh keinginan untuk merasa lebih berharga dan diterima secara sosial melalui penampilan. Self-esteem berperan dalam membentuk penilaian individu terhadap dirinya, sedangkan gaya hidup hedonis mencerminkan kecenderungan untuk mencari kesenangan dan kepuasan melalui aktivitas konsumsi. Penelitian ini bertujuan untuk menguji pengaruh self-esteem terhadap perilaku konsumtif membeli fashion dengan gaya hidup hedonis sebagai moderator pada mahasiswi Universitas Islam Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan desain kausalitas. Sampel sebanyak 382 mahasiswi dipilih menggunakan teknik quota sampling. Instrumen penelitian menggunakan skala self-esteem (Coopersmith, 1967; modifikasi Rahmadhani, 2023), skala perilaku konsumtif (Engel et al., 1994; modifikasi Anggraini, 2019) serta skala gaya hidup hedonis (Engel, Blackwell & Miniard,1994; modifikasi Ardila, 2025). Hasil analisis menunjukkan bahwa self-esteem memiliki pengaruh signifikan terhadap perilaku konsumtif fashion (R² = 0,393; p < 0,001). Pengaruh self-esteem terhadap perilaku konsumtif yang dimoderasi oleh gaya hidup hedonis menunjukkan peningkatan yang signifikan (R² = 0,516), yang menunjukkan bahwa gaya hidup hedonis memperkuat hubungan antara self-esteem dan perilaku konsumtif. Temuan ini mengindikasikan bahwa mahasiswa UNISBA dengan gaya hidup hedonis tinggi dan self-esteem tinggi cenderung lebih konsumtif dalam mengikuti tren fashion. Dengan demikian, gaya hidup hedonis tidak hanya memoderasi, tetapi juga memperkuat konteks hubungan antara self-esteem dan perilaku konsumtif dalam ranah psikologi konsumen mahasiswi