Pembelian impulsif pada mahasiswa: Bagaimana peranan kerentanan pengaruh intepersonal?
Keywords:
impulsive buying, susceptibility to interpersonal influenceAbstract
Abstract
This study aims to see the relationship between interpersonal influence susceptibility and impulsive buying. The vulnerability of this interpersonal influence becomes the independent variable in this study. Meanwhile, impulse buying is the dependent variable. The sample of this research is students in the city of Surabaya with a total of 130 respondents. The sampling used is non probability sampling with incidental sampling technique, which is a method of determining a sample based on chance, that is, anyone who coincidentally/accidentally meets the researcher can be used as a sample, if it is deemed that the person met by chance is suitable as a data source. Based on research conducted on students studying in Surabaya, researchers can conclude that there is a very significant relationship between vulnerability to interpersonal influences and impulsive buying in students. This can be interpreted that the higher the susceptibility of individual interpersonal influence, the higher the impulsive buying behavior of the individual. So that the hypothesis proposed in this study can be accepted.
Keywords: impulsive buying, susceptibility to interpersonal influences, students
Abstrak
Penelitian ini bertujuan untuk melihat hubungan antara kerentanan pengaruh interpersonal dengan pembelian impulsif. Kerentanan pengaruh interpersonal ini menjadi variabel independen pada penelitian ini. Sedangkan pembelian impulsif merupakan variabel dependen. Sampel penelitian ini adalah mahasiswa di kota Surabaya sejumlah 130 responden. Pengambilan sampel yang digunakan yakni non probability sampling dengan teknik incidental sampling, yaitu suatu metode penentuan sampel berdasarkan kebetulan, yaitu siapa saja yang secara kebetulan/insidental bertemu dengan peneliti dapat digunakan sebagai sampel, bila dipandang orang yang kebetulan ditemui tersebut sesuai sebagai sumber data. Pengambilan data menggunakan kuisioner. Berdasarkan penelitian yang dilakukan terhadap mahasiswa dan mahasiswi yang berkuliah di Surabaya, peneliti dapat menyimpulkan bahwa terdapat hubungan yang sangat signifikan antara kerentanan pengaruh interpersonal dengan pembelian impulsif pada mahasiswa. Hal ini dapat diartikan bahwa semakin tinggi kerentenan pengaruh interpersonal individu, maka semakin tinggi pula perilaku pembelian impulsif pada individu tersebut. Sehingga hipotesis yang diajukan pada penelitian ini dapat diterima.
Kata Kunci: pembelian impulsif, kerentanan pengaruh interpersonal, mahasiswa
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