Hubungan Kerentanan Interpersonal dengan Impulsive Buying pada Mahasiswi Universitas Islam Bandung

Anissa Rahmadini, Hedi Wahyudi

Abstract


Abstract. Students of the Islamic University of Bandung have online shopping habits that risk excessive shopping habits which cause their lives to be wasteful. Online shopping transactions carried out by female students tend to be spontaneous and lack consideration, so they shop not based on needs but to fulfill their desires or pleasures. This desire arises because students are easily attracted to the products they see so that it can lead to impulsive purchases. Impulsive buying can occur due to various factors, one of which is the influence of others. For Bandung Islamic University students, friends or family members also play an important role in making a decision to buy a product. The purpose of this study was to obtain empirical data regarding the relationship between interpersonal susceptibility and impulsive buying among female students of the Islamic University of Bandung. The research method used is correlational with 162 respondents. The statistical analysis technique used is Rank Spearman. The resulting production value of 0.939 with a value of p = 0.000 (ρ <0.05). The results showed that there was a very strong and significant relationship between interpersonal susceptibility and impulsive buying among female students of the Islamic University of Bandung. This means that the higher the interpersonal susceptibility, the higher the tendency for impulsive buying among female students.

Keywords: online shopping, impulsive buying, interpersonal susceptibility.

 

Abstrak. Mahasiswi Universitas Islam Bandung memiliki kebiasaan berbelanja online yang berisiko pada kebiasaan berbelanja secara berlebihan yang menyebabkan kehidupan mereka menjadi boros. Transaksi belanja online yang dilakukan oleh mahasiswi cenderung spontan dan kurang pertimbangan, sehingga mereka berbelanja bukan didasarkan pada kebutuhan melainkan untuk memenuhi keinginan atau kesenangan semata. Keinginan tersebut timbul karena mahasiswi mudah tertarik dengan produk yang dilihatnya sehingga dapat mengarah pada pembelian impulsif. Impulsive buying dapat terjadi karena berbagai faktor, salah satunya adalah pengaruh orang lain. Bagi mahasiswi Unisba, teman atau anggota keluarga turut berperan penting dalam penggambilan keputusan membeli suatu produk. Tujuan penelitian ini adalah untuk memperoleh data empiris mengenai hubungan antara kerentanan interpersonal dengan impulsive buying pada mahasiswi Universitas Islam Bandung. Metode penelitian yang digunakan adalah korelasional dengan responden sebanyak 162 orang mahasiswi. Teknik analisis statistik yang digunakan adalah Rank Spearman. Nilai korelasi yang dihasilkan sebesar 0,939 dengan nilai p = 0,000 (  < 0,05). Hasil penelitian menunjukkan bahwa adanya hubungan yang sangat kuat dan signifikan antara kerentanan interpersonal dengan impulsive buying pada mahasiswi Universitas Islam Bandung. Hal ini berarti semakin tinggi kerentanan interpersonal maka semakin tinggi pula kecenderungan impulsive buying pada mahasiswi.

Kata Kunci: belanja online, impulsive buying, kerentanan interpersonal.


Keywords


belanja online, impulsive buying, kerentanan interpersonal, mahasiswi

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DOI: http://dx.doi.org/10.29313/.v6i2.22326

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