Pengaruh Conformity terhadap Impulsive Buying pada Mahasiswa Pengguna Marketplace di Kota Bandung.
Abstract
Abstract. Impulsive buying is a spontaneous and unplanned purchasing behavior that is increasingly widespread among students, this has the potential to have a negative impact if it continues to be allowed. One of the factors that is considered to influence impulsive buying is conformity. Which is a social influence where an individual feels social pressure to follow existing social norms. This study aims to determine how much influence conformity has on impulsive buying on marketplace user college students in Bandung City. This research was conducted using the causality method involving 383 college students from various universities in Bandung City. The measuring instrument used in this study is The Conformity Scale by Rahmatika (2020) which is based on the theory of conformity from Baron & Bryne (2005). As well as using the Impulsive Buying Tendency Scale measuring instrument which has been adapted into Indonesian by Herabadi (2003). This study used a convenience sampling technique. Results of this study indicate that Conformity has a positive influence 14.1% on impulsive buying on marketplace user college students in Bandung City. These findings indicate that conformity plays a role in college students impulsive buying and highlight the importance of considering social factors in understanding purchasing behavior.
Abstrak. Impulsive buying merupakan perilaku pembelian spontan dan tanpa perencanaan yang semakin marak dikalangan mahasiswa, hal tersebut berpotensi menimbulkan dampak negatif apabila terus dibiarkan. Salah satu faktor yang ditinjau dapat mempengaruhi impulsive buying adalah konformitas. Yang merupakan suatu pengaruh sosial dimana seorang individu merasakan adanya tekanan sosial untuk mengikuti norma sosial yang ada. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh conformity terhadap impulsive buying pada mahasiswa pengguna marketplace di Kota Bandung. Penelitian ini dilakukan dengan menggunakan metode kausalitas yang melibatkan 383 mahasiswa yang berasal dari berbagai universitas di Kota Bandung. Alat ukur yang digunakan dalam penelitian ini adalah The Conformity Scale yang disusun oleh Rahmatika (2020) yang berlandaskan pada teori konformitas dari Baron & Bryne (2005). Menggunakan alat ukur Impulsive Buying Tendency Scale yang telah diadaptasi kedalam Bahasa Indonesia oleh Herabadi (2003). Teknik sampling yang digunakan dalam penelitian ini yaitu convenience sampling. Teknik analisis data yang digunakan dalam penelitian ini yaitu regresi linear sederhana. Hasil penelitian ini menunjukan bahwa Conformity memiliki pengaruh positif sebesar 14,1% terhadap impulsive buying pada mahasiswa pengguna marketplace di Kota Bandung. Hasil temuan ini mengindikasikan bahwa konformitas cukup memiliki peran dalam pembelian impulsif mahasiswa serta menyoroti pentingnya mempertimbangkan faktor sosial dalam memahami perilaku pembelian.
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