The Role of Consumer Socialization on Compulsive Behavior

Garaika

, Danang Yudhiantoro

, Lestanta Budiman

, and Dyah Sugandini

Department of Management, Sekolah Tinggi Ilmu Ekonomi Trisna Negara, Indonesia

Universitas Pembangunan Nasional Veteran Yogyakarta

Keywords: Socialization of friends, family communication, mass media, and drugs.

Abstract: Compulsive buying can occur in consumer behavior in general, especially in individuals who have sufficient

purchasing power and tend to buy products with high frequency. Previous empirical studies have indicated a

compulsive phenomenon from the perspective of individual psychiatrists. The focus of the psychiatric

approach leads to modeling that is likely to apply in limited situations. This limited situation indicates that

compulsive buying is only aimed at individuals who tend to experience a deviant mental. Preliminary survey

results show that the deviant behavior done by young people include smoking, drinking alcohol, and taking

drugs. This study analyzes compulsive buying with drug settings using consumer socialization theory. The

sample of this research is 192 students in Yogyakarta and South Sumatera, Indonesia. Data were collected

using questionnaires and data analysis using multiple linear regression. The results of this study indicate that

the compulsive buying model influenced by the socialization of friends, the role of family communication,

and mass media can be accepted.

1 INTRODUCTION

The phenomenon of compulsive buying becomes an

interesting object to study. Previous empirical studies

have indicated a compulsive phenomenon from the

perspective of individual psychiatrists (Roberts &

Jones, 2001; Dittmar, 2005). Individual psychiatric

perspectives show that individuals who do

compulsive buying tend to experience an irregular

state of the soul, have sexual perversions, tend to like

gambling, excessive alcohol use, irregular eating

patterns, and inappropriate drug use (Hirschman,

1992; Lesieur&Heineman, 1988; Lesieur&Blume,

1991).

Compulsive buying is defined as negative

consumption behavior. This behavior is characterized

as (1) the purchase of the product is not due to the use

of the product; (2) the consumer who buys the product

on an ongoing basis does not consider the negative

impact of the purchase; (3) the purchase of products

that are not intended to meet the main needs in high

frequency may affect harmonization in the family and

social environment; (4) this behavior is a purchasing

behavior that can't be controlled by the individual; (5)

there is a strong impetus to influence consumers to

immediately purchase the product without

considering risks such as finance; (6) purchases made

suddenly without seeking information; (7) purchases

are made to eliminate anxiety or fear within; (8)

behaviors intended to compensate such as lack of

family attention (Krueger, 1988; Magee, 1994)

O'Guinn and Faber (1989) view compulsive

behaviors as additive behavior s against

uncontrollable urges to gain something they want to

repeat over and over again and ultimately harm

themselves and others. This behavior is the

achievement of short-term satisfaction and tends to be

difficult to stop. Individuals are eager to keep buying

the same product even if they already have a product.

When knowing the same product is offered by a

marketer with different attributes, designs, or colors,

then the desire to buy back will show up.

2 LITERATURE REVIEW

2.1 Compulsive Buying

The concept of compulsive buying comes from

making consumer purchasing decisions in general.

The study of consumer behavior explains that the

stimulus in the consumer behavior model includes

individual and environmental aspects (Assael, 1998;

Schiffman & Kanuk, 2004). Individual aspects

386

Garaika, ., Yudhiantoro, D., Budiman, L. and Sugandini, D.

The Role of Consumer Socialization on Compulsive Behavior.

DOI: 10.5220/0009967403860390

In Proceedings of the International Conference of Business, Economy, Entrepreneurship and Management (ICBEEM 2019), pages 386-390

ISBN: 978-989-758-471-8

include perception, motivation or desire, learning,

personality, emotion, and attitude; While external

aspects include culture, sub-culture, demography,

social status, reference groups, and marketing

strategies. In this study, the stimulus used to explain

consumer behavior is the stimulus from outside the

individual in the form of consumer socialization. The

stimulus can be a need that appears and perceived by

individuals and stimuli outside the individual. This

need becomes a pressure that becomes the driving

force of the individual to fulfill it.

This process is a cognitive aspect that serves as a

regulator to determine the direction taken in response

to the stimulus. Purchase evaluation is usually done

after the individual makes a purchase. Compulsive

buying is considered a response that is a specific

function of specific stimuli, so other factors

considered as moderating are ignored. Based on the

hierarchy of decisions, compulsive buying can be

done without a brand evaluation.

2.2 Socialization by Friends

The process of socializing a person with socialization

agents is often explained by the social comparison

theory of Festinger (Churchill & Moschis, 1979).

This theory states that the individual has a need to

compare himself with others in various things or

attributes to assess the consequences of his behavior.

In various social situations, a person tends to prefer to

compare himself with others or other groups who are

at the same or different level of the stratum.

Bearden and Etzel (1982) suggest that peer

influences tend to be explained by the influence of

reference groups. Reference groups influence

consumer decisions. Peers are a source of information

about the expressive aspects of consumption as well

as sources of information about products related to

group acceptance and the rate of use in product

evaluation (Moschis dan Moore, 1978). Besides,

Moschis and Moore (1978) found that individuals

relied more on friends than their parents to obtain

information related to products purchased based on

consideration of acceptance by peers. The higher the

frequency of individuals interacting with peers about

different aspects of consumption, the greater the

tendency to play a role in the buying process (such as

mentioning the need for a product, discussing the

purchase, and deciding the purchase) (Moschis dan

Mitchel, 1986).

H1: socialization with friends affects compulsive

buying.

2.3 Family Communication Patterns

Arnett (1995) defines socialization as a process

through which a person learns behaviors and beliefs

about the socio-cultural world in the individual's

environment. The process of socialization is done

through the pattern of family communication, the

influence of friends, and the media. Social-oriented

communication is a type of communication designed

to generate respect and uphold the harmony and

comfort of social relationships at home. Children

from this family are asked to avoid controversy and

suppress their feelings toward extrapersonal topics,

such as not arguing or arguing with parents.oncept-

oriented Communication is a communication pattern

focused on positive boundaries that help children to

develop their view of the world.

Parents will encourage their children to weigh all

alternatives before making a decision or may allow

controversy. Such as allowing different issues to be

discussed. Individuals with social communication

patterns tend to develop purchases that aim to show a

success. The purchase is aimed at achieving

happiness. Social communication is a communication

that does not provide flexibility in obtaining

information from outside parties. Individuals only

follow the teachings of parents during the family.

Individuals have little effect on the evaluation phase.

When you see parents teach consumptive patterns,

then the individual will learn during his life.

Individuals tend to be limited in obtaining

information to shape attitudes or behaviors.

Individuals have no chance to discuss various aspects

of consumption.

H2: Family communication patterns affect the

decision to use drugs.

2.4 The Role of Mass Media

The definition of mass media was coined in the 1920s

with the advent of nationwide radio networks, mass-

circulation newspapers, and magazines. A general

idea of mass media is any medium used to transmit

mass communication (Lane, 2007). More specific,

mass media is a term used to denote a section of

media specifically envisioned and designed to reach

a very large audience such as the population of

anation-state (Peterson, Jensen and Rivers, 1965).

Mass media are comprised of eight mass media

industries, namely books, newspapers, magazines,

recordings, radio, movies, television, and the Internet

(Lane, 2007). Consumer behavior is the most

apparent behavior that mass media impose great

effects on. Since companies directly or indirectly

The Role of Consumer Socialization on Compulsive Behavior

387

support the mass media, most information and

entertainment we receive from television, radio,

newspaper, and magazines are paid for by people who

want to sell us products. We support the media

industries indirectly by buying the products that

advertisers sell (Biagi, 2001). Interaction with high-

mass media causes individuals to obtain product

information offered by marketers in recent times

easily. This ease causes the individual to decide on

the purchase of the product.

H3: Mass media influence compulsive buying.

3 RESEARCH MODEL

This research issue explores a shift in perspective in

understanding compulsive buying with the consumer

socialization approach. Arnett (1995) defines

socialization as a process through which a person

learns behaviors and beliefs about the socio-cultural

world in the individual's environment. The process of

socialization through the pattern of family

communication, the influence of friends, and the

media. Communication patterns have a social and

conceptual orientation dimension (Moschis &

Mitchell, 1986).

Social-oriented communication is a type of

communication designed to generate respect and

uphold harmony, as well as the comfort of social

relationships at home. Individuals tend to act to

follow family patterns. Individuals will always see

the patterns or habits of their friends and what is in

the mass media. If peers tend to have certain

purchasing activities, then individuals will imitate the

action. When interacting with the mass media and

exposed by various information, individuals will be

able to develop a variety of knowledge, attitudes, and

behavior s, including knowledge and skills as

consumers (Moschis dan Moore, 1978). Thus, the

pattern of social communication can cause a person

to make compulsive buying. The influence of friends,

patterns of family communication, and mass media

can lead to compulsive buying.

Figure 1.

4 RESEARCH METHOD

This study applies a deductive approach because it

focuses on developing hypotheses based on a theory.

This research uses a survey sample with a

questionnaire. The target population is a student, with

sampling method sampling is convenience sampling.

The number of respondents in this study was 192

people. This research uses multiple linear regression

analysis.In this regression analysis used 95%

confidence level (α = 5%).Acceptance of hypothesis

based on the level of significance shown from the

results of data processing. The recommended value of

significance is ≤ 0,05. For Test F, if the probability

significance of Test F is less than 0.05 (5%), then the

conclusion is significant.

5 RESULTS

The study tested the compulsive buying model

influenced by socialization with friends, family

communication patterns, and mass media. The survey

using questionnaires was distributed to 200 students

in Yogyakarta and South Sumatera, but the data

collected was only 192 people. The results of the

study are described below:

5.1 The Goodness of Fit-test Results

)

The goodness of fit test is shown by the value of

(coefficient of determination). The result of data

analysis shows that the value of R

is equal to 0,652.

The result of this R

test shows that goodness of fit is

good because it is close to value 1. This shows that

the regression model can explain the existing data.

Test results R

can be seen in Table 1 below.

Table 1. Test results of coefficient determination (R

)

Model R

Square

Adjusted

R Square

Std. The

error of

the

Estimate

1 .808 .652 .628 .038121

Predictors: (Constant), socialization (X1), family

communication patterns (X2), mass media (X3).

5.2

F test or Variance Test

A variance test to determine the best regression line

is often called the F-test. F test can also be seen from

the significance value of F obtained from data

ICBEEM 2019 - International Conference on Business, Economy, Entrepreneurship and Management

388

processing regression. A good F test can be seen from

the significance value of F ≤ 0.05. F test results are

shown in table 2.F test results show that the value of

sig = 0.000 or ≤ 0.05, so it can be concluded that the

regression equation used in this test is a regression

that has a linear regression line perfect.

Table 2. F test results ANOVA

Model

Sum of

Squares df

Mean

Square F Sig.

Regre

ssion

23.161 4 3.860

26.5

.000

Resid

ual

12.352 185 .145

Total 35.513 191

a. Dependent Variable: Compulsive buying

b. Predictors: (Constant), socialization (X1),

family communication patterns (X2), mass media

(X3).

5.3 The Significance Test of Regression

Regression test results showed that socialization of

friends (X1), family communication patterns (X2),

and mass media (X3) have a significant influence on

compulsive buying. These results are indicated with a

significance value of ≤0.05. The regression equation

obtained is as follows:

Y= 3,468+ 0,431X1 + 0,326X2 + 0,440X3+ e

Table 3. Multiple Linear Regression results

This study aims to analyze and test the

socialization of friends, family relationship patterns,

and mass media against compulsive buying in

students in Yogyakarta and South Sumatera. By

taking drug purchase settings among students, the

results of data analysis show that the model is

acceptable. Socialization of friends, family

relationship patterns, and mass media have a

significant influence on compulsive buying. Judging

from the value of the beta coefficient, then the

influence of mass media has the greatest influence on

compulsive buying, which is equal to 35.5%.

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