The Relationship Between Instagram Social Media Intensity and Consumptive Behavior of Fashion Products Among Early Adulthood Women

This study aims to see whether there is a relationship between the intensity of the use of Instagram social media and the consumptive behavior of fashion products in early adulthood. The method used in this study uses a quantitative approach with a correlation to answer the relationship between variables. The sample used is non-probability sampling with a purposive sampling method. Data dissemination is done online via google form. This study involved 381 female respondents in the age range of 20 to 30 years, individuals who are active users of Instagram social media and individuals who have income either allowance or salary. Data processing in this study uses the SPSS for Windows version 20.0.0 program. Tests conducted using non-parametric Spearman's Rho technique because based on the results of the normality test the data distribution is abnormal. The results of this study state that there is no significant relationship between the intensity of the use of Instagram social media with the consumptive behavior of fashion products on early adult woman, with a value of R = 0.085 and P = 0.96.