Hubungan Self-monitoring dengan Impulsive Buying Belanja Online pada Mahasiswa Universitas Islam Bandung

Nadia Azalea, Eni Nuraeni Nugrahawati, Dinda Dwarawati

Abstract


Abstract. Indonesia is ranked first in the world in e-commerce growth and first in Southeast Asia as the largest online shopper. Online shopping sites often provide discounts that made a buyers arousal suddenly increase without thinking about the afterwards, it is called impulsive buying by Verplanken and Herabadi (2001). Previous research said Unisba’s students had high impulsive buying even though religious lessons were given at the time of entry to graduation. In making purchases, students are still influenced by peers and low self-esteem and to overcome this, students make purchases of items that trending in their social environment, Snyder (1974) defines as high self-monitoring. The purpose of this research was how close relationship between self-monitoring and impulsive buying online shopping of Unisba’s students. This research used a quantitative approach with Spearman Rank correlation analysis technique. Measurements used the Self-Monitoring Scale (SMS) by Snyder (1974) which has been adapted into Indonesian by Siagian (2017) and Impulsive Buying Tendency (IBT) from Verplanken and Herabadi (2001) which has been adapted into Indonesian by Herabadi (2003). Data was collected by online questionnaires to 386 Unisba’s students. The results showed a weak positive relationship with self-monitoring and impulsive buying of Unisba’s students amounted to 0.262.

Keywords: Self-monitoring, Impulsive Buying, Online Shopping.

Abstrak. Negara Indonesia menduduki peringkat pertama di dunia dalam pertumbuhan e-commerce dan peringkat pertama di Asia Tenggara sebagai pelaku belanja online terbanyak. Situs belanja online sering memberikan diskon atau penawaran lain yang membuat gairah pembeli meningkat secara tiba-tiba tanpa memikirkan akibat setelahnya, Verplanken dan Herabadi (2001) menyebutnya sebagai perilaku impulsive buying. Penelitian terdahulu mengatakan mahasiswa Unisba memiliki impulsive buying tinggi padahal pelajaran-pelajaran agama telah diberikan saat awal masuk hingga kelulusan. Dalam melakukan pembelian mahasiswa masih terpengaruh oleh teman sebaya dan harga diri rendah sehingga untuk mengatasi hal tersebut mahasiswa ikut membeli barang-barang yang sedang menjadi trend di lingkungan sosialnya, Snyder (1974) mengartikannya sebagai self-monitoring tinggi. Tujuan penelitian menguji seberapa erat hubungan self-monitoring dengan impulsive buying belanja online pada mahasiswa Unisba. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik analisis korelasi Rank Spearman. Alat ukur yang digunakan adalah Self-Monitoring Scale (SMS) dari Snyder (1974) yang diadaptasi ke dalam Bahasa Indonesia oleh Siagian (2017) dan Impulsive Buying Tendency (IBT) dari Verplanken dan Herabadi (2001) yang diadaptasi ke dalam Bahasa Indonesia oleh Herabadi (2003). Pengambilan data dilakukan melalui kuesioner online kepada 386 mahasiswa Unisba. Hasil penelitian menunjukkan adanya hubungan positif yang lemah self-monitoring dengan impulsive buying pada mahasiswa Unisba sebesar 0.262.

Kata Kunci: Self-monitoring, Impulsive Buying, Belanja Online.


Keywords


Self-monitoring, Impulsive Buying, Belanja Online

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DOI: http://dx.doi.org/10.29313/.v6i2.22371

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