Hubungan Self Esteem dengan Impulsive Buying pada Mahasiswi Universitas Islam Bandung

Nuri Nuri, Hedi Wahyudi

Abstract


Abstract. Shopping online makes it easy for anyone who wants to make a purchase. Apart from being intended to meet daily needs, online shopping is now emphasizing fulfilling the need to buy fashion products and other personal needs. Especially among students, especially students of the Islamic University of Bandung. However, if this shopping behavior is not based on a need and only prioritizes wants, and is carried out spontaneously without any consideration, it will encourage impulsive buying behavior. One of the factors underlying the Unisba student's behavior is an internal factor that perceives that by doing this he will get positive feedback in the form of recognition and appreciation from the surrounding environment which will be able to increase self-esteem in the individual. The purpose of this study was to obtain empirical data regarding the closeness of the relationship between self-esteem and impulsive buying on female students of the Islamic University of Bandung. The research method used was correlational with 130 female respondents. The statistical analysis technique used is Rank Spearman. The resulting correlation value is 0.738 and the value of p = 0.000 (p <0.01). The results showed that there was a very high relationship between self-esteem and impulsive buying among female students at the Islamic University of Bandung. The higher the student's self-esteem, the higher the impulsive buying of female students.

Keywords: self esteem, impulsive buying, students, online shopping

 

Abstrak. Berbelanja secara online memberi kemudahan bagi siapapun yang ingin melakukan pembelian. Selain diperuntukan untuk memenuhi kebutuhan sehari-hari, belanja online kini menekankan pada pemenuhan kebutuhan untuk membeli produk fashion dan kebutuhan pribadi lainnya. Terutama di kalangan mahasiswa khususnya mahasiswi Universitas Islam Bandung. Akan tetapi, perilaku belanja tersebut apabila tidak didasari oleh adanya kebutuhan dan hanya mementingkan keinginan, serta dilakukan secara spontan tanpa adanya pertimbangan akan mendorong pada perilaku impulsive buying. Salah satu yang mendasari perilaku mahasiwi Unisba tersebut adalah faktor internal yang mempersepsikan bahwa dengan melakukan hal tersebut dirinya akan memperoleh timbal balik positif berupa pengakuan dan penghargaan dari lingkungan sekitar yang akan dapat meningkatkan self esteem pada diri individu tersebut. Tujuan penelitian ini adalah untuk memperoleh data empiris mengenai keeratan hubungan antara self esteem dengan impulsive buying pada mahasiswi Universitas Islam Bandung. Metode penelitian yang digunakan adalah korelasional dengan responden sebanyak 130 mahasiswi. Teknik analisis statistik yang digunakan adalah Rank Spearman. Nilai korelasi yang dihasilkan sebesar 0.738 dan nilai p = 0.000 ( p < 0.01 ). Hasil penelitian menunjukkan bahwa adanya hubungan yang sangat tinggi antara self esteem dengan impulsive buying pada mahasiswi Universitas Islam Bandung. Semakin tinggi self esteem mahasiswi maka semakin tinggi pula impulsive buying mahasiswi.

Kata Kunci: self esteem, impulsive buying, mahasiswi, belanja online


Keywords


self esteem, impulsive buying, mahasiswi, belanja online

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References


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DOI: http://dx.doi.org/10.29313/.v6i2.22325

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