Hubungan dntara Self-Monitoring dengan Impulsive Buying pada Mahasiswa Bandung

Fullah Balqis Zahra, Ria Dewi Eryani

Abstract


Abstract. Impulsive buying behavior or behavior in making irrational and spontaneous unplanned purchases, as well as conflicts in thoughts and emotional emotions (Verplanken & Herabadi, 2001) is currently happening to students in Bandung, this can occur because of the ease of shopping, through online store. The most impulsive products purchased are fashion products where these products have value and can give a positive impression (O'Cass, 2001), besides that fashion products are the products most favored by students. Thus, students try to give a positive impression through fashion products as a guide obtained for information on behavior or what is commonly called self monitoring (Snyder, 1974). The purpose of this study was to determine how closely the relationship between self monitoring with impulsive buying among Bandung students. A total of 399 students who have Bandung ID cards are the subject of research using purposive sampling techniques. Measuring instruments used to measure Self Monitoring were constructed from Snyder (1974), adapted by Siagian (2017), and modified by researchers. Measuring instruments used to measure Impulsive Buying were constructed from Verplanken and Herabadi (2001), adapted by Herabadi (2003), and modified by researchers. The research method used is a quantitative method with correlational design and SPSS Spearman Rank data analysis techniques. The results of this study indicate the correlation coefficient rs = 0.496 (p value = 0.000), meaning that there is a significant positive relationship between self monitoring with impulsive buying in Bandung students.

Keywords: self monitoring, impulsive buying, students.

Abstrak. Perilaku impulsive buying atau perilaku dalam melakukan pembelian yang tidak rasional dan tidak direncanakan secara spontan, serta adanya konflik dalam pikiran dan dorongan emosional (Verplanken & Herabadi, 2001) ini sedang marak terjadi pada mahasiswa di kota Bandung, hal tersebut dapat terjadi karena adanya kemudahan dalam berbelanja, yakni melalui online store. Produk impulsif yang paling sering dibeli adalah produk fashion dimana produk tersebut memiliki nilai dan dapat memberikan kesan positif (O’Cass, 2001), selain itu produk fashion adalah produk yang paling digemari oleh mahasiswa. Dengan demikian, mahasiswa berusaha untuk memberikan kesan positif melalui produk fashion sebagai petunjuk yang didapatkan untuk informasi dalam berperilaku atau biasa disebut dengan self monitoring (Snyder, 1974). Tujuan dari penelitian ini adalah untuk mengetahui seberapa erat hubungan antara self monitoring dengan impulsive buying pada mahasiswa Bandung. Sebanyak 399 mahasiswa yang memiliki KTP Bandung menjadi subjek penelitian dengan menggunakan teknik purposive sampling. Alat ukur yang digunakan untuk mengukur Self Monitoring dikontruksi dari Snyder (1974), diadapatasi oleh Siagian (2017), dan dimodifikasi oleh peneliti. Alat ukur yang digunakan untuk mengukur Impulsive Buying dikontruksi dari Verplanken & Herabadi (2001), diadaptasi oleh Herabadi (2003), dan dimodifikasi oleh peneliti. Metode penelitian yang digunakan adalah metode kuantitatif dengan desain korelasional dan teknik analisis data SPSS Rank Spearman. Hasil penelitian ini menunjukkan koefisien korelasi rs = 0.496 (p value = 0.000), artinya terdapat hubungan positif yang signifikan antara self monitoring dengan impulsive buying pada mahasiswa Bandung.

Kata Kunci: self monitoring, impulsive buying, mahasiswa.

Keywords


self monitoring, impulsive buying, mahasiswa.

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DOI: http://dx.doi.org/10.29313/.v6i2.22468

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