Hubungan Self Construal dengan Online Impulsive Buying Pada Mahasiswa Universitas Islam Bandung

Wilda Nurbayani, Eni N. Nugrahawati, Dinda Dwarawati

Abstract


Abstract. The current availability of e-commerce makes it easier for users to transact, such as in terms of consumption or purchase of goods. According to the teachings of the Islamic religion, humans are prohibited from exaggerating. As a private university, Unisba has Islamic values with the hope that students can apply religious values in their daily lives such as in terms of consumption. One of the consumption behaviors carried out by UNISBA students is online shopping. The phenomenon of impulsive buying for online shopping at UNISBA itself is quite high. Judging from its geographic location, Indonesia is a collectivist country, which is assumed to have interdependent self-construals and a low value of impulsive buying. Individuals with interdependent self-construal have a low impulsive buying value because they have self-control, self-regulation and a high level of patience, meanwhile in UNISBA itself, even though students have shown interdependent self-construal characteristics, the phenomenon of impulsive buying among UNISBA students is still high. This study aims to determine how closely the relationship between self-construal and impulsive buying online shopping for UNISBA students. The sample in this study was 386 which were counted using the Slovin. Retrieval of data using impulsive buying measures from Verplanken & Herabadi, (2003) and Self Construal from Singelis, (1994). The results showed a weak relationship between self-construal and impulsive buying on UNISBA students.

Keywords : Self Construal, Online Impulsive Buying, College Student.

Abstrak. Ketersediaan e-commerce saat ini memudahkan pengguna dalam bertransaksi seperti dalam hal konsumsi atau pembelian barang. Menurut ajaran Agama Islam, manusia  dilarang untuk berlebih-lebihan. Sebagai Universitas Swasta, Unisba memiliki nilai-nilai Islam dengan harapan mahasiswanya dapat menerapkan nilai keagamaan dalam kehidupan sehari-harinya seperti dalam hal berkonsumsi. Salah satu perilaku konsumsi yang dilakukan oleh mahasiswa UNISBA adalah berbelanja online. Fenomena online impulsive buying di UNISBA sendiri cukup tinggi, Dilihat dari letak geografi, Indonesia merupakan negara kolektivis, yang diasumsikan memiliki interdependent self construal dan nilai impulsive buying yang rendah. Individu dengan interdependent self construal memiliki nilai impulsive buying rendah karena memiliki kontrol diri, regulasi diri dan tingkat kesabaran yang tinggi, sementara itu di UNISBA sendiri meskipun mahasiswa sudah menunjukkan karakteristik interdependent self construal namun fenomena impulsive buying di kalangan mahasiswa UNISBA masih tinggi. Penelitian ini bertujuan untuk mengetahui seberapa erat hubungan self construal dengan online impulsive buying pada mahasiswa UNISBA. Sampel dalam penelitian ini sebanyak 386 yang dihitung menggunakan Rumus Slovin. Pengambilan data menggunakan alat ukur impulsive buying dari Verplanken & Herabadi, (2003) dan Self Construal dari Singelis, (1994). Hasil penelitian menunjukkan hubungan yang lemah antara self construal dengan impulsive buying pada mahasiswa UNISBA.

Kata Kunci : Self Construal, Online Impulsive Buying,  Mahasiswa.


Keywords


Self Construal, Online Impulsive Buying, Mahasiswa.

Full Text:

PDF

References


Aarts, H., & Verplanken, B. (1999). Habit, Attitude, and Planned Behaviour: Is Habit an Empty Construct or an Interesting Case of Goal-directed Automaticity? European Review of Social Psychology, 10(1), 101–134. https://doi.org/doi.org/10.1080/14792779943000035 PLEASE

Asosiasi Penyelenggara Jasa Internet Indonesia. (2017). Infografis Penetrasi & Perilaku Pengguna Internet Indonesia. Teknopreuner, 1(Hasil Survei Penetrasi dan Perilaku Pengguna Internet Indonesia 2017), 1–39.

Azzura. (2019, November 15). Transaksi E-Commerce Indonesia Diprediksi Capai Rp913 Triliun di 2022. Merdeka(dot)com. https://www.merdeka.com/uang/transaksi-e-commerce-indonesia-diprediksi-capai-rp-913-triliun-di-2022.html

Chen, H., Ng, S., & Rao, A. R. (2005). Cultural differences in consumer impatience. Journal of Marketing Research, 42(August), 291–301

Dameyasani, A. W., & Abraham, J. (2013). Impulsive buying, cultural values dimensions, and symbolic meaning of money: A study on college students in Indonesia’s capital city and its surrounding. International Journal of Research Studies in Psychology, 2(3), 35–52. https://doi.org/10.5861/ijrsp.2013.374

Fauziyah, F. A. (2017). Pengaruh Lingkungan Toko Terhadap Keadaan Emosional Dan Perilaku Pembelian Impulsif Konsumen Pengujian Model Mehrabian-Russell. Jurnal Manajemen Dan Pemasaran Jasa, 10(1), 1–20. Retrieved from http://dx.doi.org/10.25105/jmpj.v10i1.1852%0AISSN

Kacen, J. J., & Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior. Journal of Consumer Psychology, 12(2), 163–176. https://doi.org/10.1207/S15327663JCP1202_08

Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion and motivation. Psychological Review, 98(2), 224–253

Ng, Sharon., Lee, Angela Y. (2015). Handbook of Culture and Consumer Behavior. Oxford University Press

Rozana, A., Nugrahawati, E. N., & Dwarawati, D. (2016). Studi Korelasi Pola Asuh, Religiusitas dengan Impulsive buying pada Mahasiswa Universitas Islam Bandung. Psympathic : Jurnal Ilmiah Psikologi, 3(2), 235–248. https://doi.org/10.15575/psy.v3i2.961

Seeley, E. A., & Gardner, W. L. (2003). The ‘selfless’ and self-regulation: The role of chronic otherorientation in averting self-regulatory depletion. Self and Identity, 2, 103–117

Verplanken, B., & Herabadi, A. (2001). Individual differences in impulsive buying tendency: feeling and no thinking. European Journal of Personality, 15(S1), S71–S83. https://doi.org/10.1002/per.423

Wicaksono. (2019, February 04). Netizen Indonesia Paling Gemar Belanja Online. CNN Indonesia. https://www.cnnindonesia.com/teknologi/20190201173813-185-365769/netizen-indonesia-paling-gemar-belanja-online

Widawati, L., & Nugrahawati, E. N. (1994). Lisa Widawati, 2 Eni Nuraeni Nugrahawati 1 2. 63–70.

Zhang, Y., & Shrum, L. J. (2009). The Influence of Self-Construal on Impulsive Consumption. Journal of Consumer Research, 35(5), 838–850. https://doi.org/10.1086/593687




DOI: http://dx.doi.org/10.29313/.v6i2.24419

Flag Counter    Â