PENGARUH SELF COMPASSION DAN CITRA TUBUH TERHADAP PURCHASE PREFERENCE SKINCARE ORGANIK PADA GRUP WA SNSTIC.ID

Abstract

The concept of self-compassion has previously been widely applied in life, especially in mental health management, but outside of mental health management, it turns out that the concept of self-compassion can be a predictor in improving people's behavior and concern for healthy living. One of the concerns for healthy living is the behavior of caring for the body, in general, the behavior of caring for the body will begin with a perception of body image that is formed based on beauty standards in the social environment of society. This study aims to find out the effect of self-compassion and body image on the purchase preference of organic skincare. Respondents in the study consisted of 138 people, which were then subjected to analysis tests using multiple linear regression. Based on the results of the analysis, it was found that there was a significant relationship between self-compassion and self-image which influenced the purchase preference of organic skincare. The update in this study included the variable of self-compassion which was previously rarely involved in measuring purchasing decisions and the use of skincare. With this study, it is hoped that other studies will emerge related to the effect of self-compassion on the development of healthy living behavior, in addition, this study can also be an educational material for skincare users in choosing and buying skincare products appropriately based on the needs of the body image problems they are facing.

ABSTRAK
Konsep self compassion sebelumnya sudah banyak diterapkan dalam kehidupan terutama dalam pengelolaan kesehatan mental, namun diluar pengelolaan kesehatan mental ternyata konsep self compassion dapat menjadi prediktor dalam meningkatkan perilaku dan kepedulian masyarakat dalam hidup sehat. Salah satu kepedulian hidup sehat yaitu perilaku merawat tubuh, dalam perilaku merawat tubuh umumnya akan diawali adanya persepsi terhadap citra tubuh yang terbentuk atas estándar kecantikan dalam lingkungan sosial masyarakat. Penelitian ini bertujuan untuk mencari tahu pengaruh self compassion dan citra tubuh terhadap purchase preference skincare organik. Responden dalam penelitian terdiri dari 138 orang, yang selanjutnya dilakukan uji analisa menggunakan regresi linier berganda. Berdasarkan hasil analisa didapatkan bawahsannya ditemukan adanya hubungan signifikan antara self compassion dan citra diri yang memberikan pengaruh terhdap purchase preference skincare organik. Pembaruan dalam penelitian ini yang memasukkan variabel self compassion yang sebelumnya jarang dilibatkan dalam pengukuran keputusan pembelian dan penggunaan skincare. Dengan adanya penelitian ini diharapkan akan munculnya penelitian lain berkaitan dengan pengaruh self compassion terhadap pembangunan perilaku hidup sehat, selain itu penelitian ini juga bisa menjadi bahan edukasi kepada pengguna skincare dalam memilih dan membeli produk skincare secara tepat berdasarkan pada kebutuhan permasalahan citra tubuh yang sedang dihadapi.