Kontrol Diri Dan Impulsive Buying Produk Fashion Pada Mahasiswa Psikologi Universitas Kristen Satya Wacana Pengguna E-commerce Shopee

Abstract

Seiring dengan berkembangnya e-commerce yang mempermudah proses belanja, masyarakat semakin sering belanja secara impulsive tanpa adanya pemikiran yang matang. Generasi muda yang memiliki perhatian yang besar terhadap penampilan seringkali melakukan transaksi pembelian produk fashion melalui e-commerce. Salah satu faktor yang memengaruhi pembelian impulsive adalah kontrol diri. Penelitian ini bertujuan untuk mengetahui hubungan kontrol diri dan impulsive buying produk fashion pada mahasiswa Psikologi Universitas Kristen Satya Wacana pengguna e-commerce Shoppe. Pengumpulan data dilakukan menggunakan kuesioner dengan skala Impulsive Buying menggunakan skala "The Impulsive Buying Tendency Scale" dari Velrplanken dan Herabadi yang dimodifikasi Rohmah (2020) dan skala kontrol diri menggunakan skala Thel Brielf Self ko l lntroll Scalel (BSCS) yang dikembangkan Averill (1973) yang dimodifikasi Rohmah (2020). Partisipan pada penelitian ini berjumlah 103 mahasiswa Psikologi Universitas Kristen Satya Wacana pengguna e-comerrce shoppe. Dengan metode sampling purposive. Hasil penelitian menunjukkan koefisien korelasi (r) sebesar= 0,762 dengan nilai signifikansi = 0,000 (p < 0.05) yang berarti terdapat hubungan positif yang signifikan antara kontrol diri dan impulsive buying. Jadi hipotesis penelitian yaitu ada hubungan negatif antara kontrol diri dan impulsive buying, ditolak.

Along with the development of e-commerce which makes the shopping process easier, people increasingly often shop impulsively without careful thought. The younger generation who pays great attention to appearance often purchases fashion products via e-commerce. One of the factors that influences impulse buying is self-control. This research aims to determine the relationship between self-control and impulsive buying of fashion products among Psychology students at Satya Wacana Christian University who use e-commerce Shoppe. Data collection was carried out using a questionnaire with an Impulsive Buying scale using "The Impulsive Buying Tendency Scale" from Velrplanken and Herabadi modified by Rohmah (2020) and a self control scale using a modified Thel Brielf Sellf Kolntroll Scale (BSCS) developed by Averill (1973). Rohmah (2020). The participants in this research were 103 psychology students at Satya Wacana Christian University who used e-commerce shops. With a purposive sampling method. The research results show a correlation coefficient (r) of = 0.762 with a significance value = 0.000 (p < 0.05), which means there is a significant positive relationship between self-control and impulsive buying. So the research hypothesis, namely that there is a negative relationship between self-control and impulsive buying, is rejected.