COSMETIC STUDENTS' HEDONISTIC LIFESTYLE CORRELATION WITH CONSUMER BEHAVIOR OF DECORATIVE COSMETIC PRODUCTS

Indira Swastika; Sri Irtawidjajanti; Dwi Atmanto

doi:10.36526/sosioedukasi.v15i3.9318

Authors

Indira Swastika Universitas Negeri Jakarta
Sri Irtawidjajanti Universitas Negeri Jakarta
Dwi Atmanto Universitas Negeri Jakarta

DOI:

https://doi.org/10.36526/sosioedukasi.v15i3.9318

Keywords:

Consumptive behavior; Correlation; Cosmetic products; Hedonism; Lifestyle;

Abstract

The use of cosmetics among the younger generation has shifted the perception of cosmetics from a tool for beautifying oneself to a primary way to increase self-confidence. The need for make-up among students for decorative cosmetics is indeed a rational reason, but this condition can lead students to a hedonistic lifestyle by buying decorative cosmetics beyond their needs. Research is needed to examine “the relationship between a hedonistic lifestyle and consumer behavior regarding decorative cosmetic products among students of the Cosmetology Education Study Program at the Universitas Negeri Jakarta” (Class of 2025). The subjects in this research were 61 Cosmetology students from Universitas Negeri Jakarta. Data collection was using a questionnaire via Google Forms. Data analysis was performed using a correlation test. Spearman's rank correlation test showed a correlation value of 0.812 and Sig. 0.000 <0.05. The results indicate a “strong and significant relationship between hedonistic lifestyle and consumptive behavior toward decorative cosmetic products among beauty program students”. These findings may support the integration of financial literacy and responsible consumption materials into relevant courses and student development activities.

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