The Role of Women Family Heads in Controlling Youth Hedonic Behavior in Indonesia

Abstract

The pattern of adolescents lifestyle has been changed especially since digital transformation had amplified by social media role during and post Covid-19 pandemic. At the same time, adolescents' urge to fulfil their desire for pleasure through e-commerce and online shops is inversely proportional to their parent’s financial situation. On the other hand, consumptive is the right word to describe it. Teenagers initially only want to see advertisements on social media, but then a desire arises for the product they see. Teenagers do not realize their actions can harm their future lifestyle, especially their psychology. The Covid-19 pandemic has caused some families to suffer financially, resulting in decreased economic welfare quality due to termination of employment. This research aimed to analyse the role of female heads of households in controlling adolescent hedonism in the post-Covid-19 pandemic. This research employed a cognitive dissonance theory with combines quantitative and qualitative methods for data analysis. The research  type was used explanatory via multivariate measurements through multiple regression model. While the structural equation model used for data analysis. The sample in this research was 400 respondents, from total population: 89,608 adolescents, who behaved in hedonism and concentrated in the Tomang community, West Jakarta, Indonesia. The results showed that the role of women as the heads of the family could influence adolescents' hedonism with 29.80%, and cognitive dissonance had an effect on adolescent hedonic behavior with 74.60%. Female heads of households had a significant impact on controlling adolescent hedonism during and post the Covid-19 pandemic. The results also showed that cognitive dissonance  did not prevent adolescent hedonism; the higher the cognitive dissonance, the greater the adolescent hedonism. There was an indirect effect of the role of women as the head of the family on adolescent hedonic behavior.