HUBUNGAN HARGA DIRI DAN PERILAKU KONSUMTIF PEMBELIAN PRODUK PERAWATAN WAJAH (SKIN-CARE) PADA KOMUNITAS ARISAN BHAYANGKARI DI POLRES X YOGYAKARTA

Some members of Arisan Bhayangkari consistently use facial care products and there are also those who frequently switch face care products (skin care). Arisan Bhayangkari members feel there are positive effects and also negative effects after buying beauty products. The positive effects of these products can meet the needs and the product becomes useful. Then the negative effects are felt when the goods that have been purchased are not useful, spending money is reduced, financial waste, and sometimes the results are not in accordance with what is desired. This study aims to determine the relationship of Self-Esteem and Consumptive Behavior in Purchasing Facial Care Products (Skin-Care) in the Bhayangkari Community at Polres X. The subjects of this study were members of the Bhayangkari Community at Polres X totaling 60 (N = 60) people. Data collection tools used in this study are the scale of self-esteem and consumer behavior to consume goods to fulfill desires, consume goods out of reach, consume goods that are not productive and consume goods for social status. The sampling technique of this study was Purpossive Random Sampling. This research data analysis method uses product moment or person correlation analysis. The results showed that there was a negative and significant relationship between self-esteem and consumptive behavior among members of the Bhayangkari community at Polres X. This means that any increase in self-esteem that is marked by an increase in self-confidence will reduce consumptive behavior. The coefficient of determination shows the number 0.163. This figure shows that consumptive behavior is influenced by self-esteem by 16.3%, while the remaining 83.7% is influenced by other factors not examined in this study