Hubungan Materialisme dan Compulsive Buying pada Mahasiswa di Kota Bandung

Iestri Kusumah Wardani, Indri Utami Sumaryanti

Abstract


Abstract. In this modernism era, there are a lot of shopping places found both offline or online. This makes the society easier in shopping activity, and with several conveniences, can trigger over shopping, repeatedly also experience difficulties in finance because shopping that usually called compulsive buying. This compulsive buying behavior is more found in early adult age, including students ages. That Compulsive buying included in disorder behavior in shopping that triggered by several factors. The most significant factors trigger the occurence of compulsive buying behavior is Materialism. To obtain empirical data about how close the relation between materialism and compulsive buying to students in Bandung City. The data collection was conducted using Richins and Dawson materialism standards with total of 18 items and standard measuring tool of Edwards compulsive buying with total of 13 items. The method used in this research was correlational. The population of this research was students in Bandung City. The sampling technique used was purposive sampling with total sample taken totaling 397 students. Based on the result of data processing, it is obtained that there is a really close positive relation between materialism and compulsive buying (rs = 0,466). This is indicated by the higher materialism, then the compulsive buying in students becomes higher. Conversely, the lower the materialism, the compulsive buying of students becomes lower.

Keywords: Materialism, Compulsive Buying, Students.

Abstrak. Pada era modernisasi sekarang ini, semakin banyak dijumpai tempat perbelanjaan baik secara offline maupun online. Hal tersebut semakin mempermudah masyarakat dalam aktivitas belanja, dan dengan berbagai kemudahan tersebut, dapat memicu aktivitas belanja yang berlebih, berulang serta mengalami kesulitan dalam hal keuangan karena belanja yang biasa disebut compulsive buying. Perilaku compulsive buying ini lebih banyak ditemukan pada usia dewasa awal, termasuk pada usia mahasiswa. Compulsive buying tersebut termasuk ke dalam perilaku gangguan dalam berbelanja yang dipicu oleh beberapa faktor. Faktor yang paling signifikan memicu timbulnya perilaku compulsive buying adalah Materialisme. Tujuan dari penelitian ini untuk memperoleh data empiris mengenai seberapa erat hubungan antara materialisme dan compulsive buying pada mahasiswa di Kota Bandung. Pengumpulan data dilakukan menggunakan alat ukur baku materialisme Richins dan Dawson dengan jumlah 18 item dan alat ukur baku compulsive buying Edwards dengan jumlah 13 item. Metoda yang digunakan dalam penelitian ini adalah korelasional. Populasi penelitian ini adalah mahasiswa di kota Bandung. Teknik sampling yang digunakan adalah purposive sampling dan jumlah sampel yang diambil sebanyak 397 mahasiswa. Berdasarkan hasil pengolahan data diperoleh adanya hubungan positif yang cukup erat antara materialisme dan compulsive buying (rs = 0,466). Hal ini ditunjukkan dengan semakin tinggi materialisme, maka compulsive buying pada mahasiswa menjadi semakin tinggi. Sebaliknya, semakin rendah materialisme, maka compulsive buying pada mahasiswa menjadi semakin rendah.

Kata Kunci: Materialisme, Compulsive Buying, Mahasiswa.


Keywords


Materialism, Compulsive Buying, Students

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