Pengaruh Self-Monitoring terhadap Impulsive Buying pada Generasi Z Pengguna E-commerce

Abstract

Abstract. Online shopping platforms often offer attractive discounts or promotions that can trigger a sudden urge to buy, without considering the impact later on. This phenomenon is known as impulsive buying. Generation Z is known to be hedonistic, consumptive and wasteful, which makes them more susceptible to stimuli that influence purchasing decisions. Generation Z is also often influenced by the social environment, including peers, as well as low self-esteem. As a result, they tend to buy items that are trending around them, which can be understood as high self-monitoring behavior. The purpose of this study is to examine the influence of self-monitoring on impulsive buying among e-commerce users from Generation Z. This research uses a quantitative approach of causality, and data processing utilizes simple linear regression analysis. The study utilized two data collection instruments, namely the Self-Monitoring Scale (SMS) from Snyder (1974), translated by Siagian (2017), and the Impulsive Buying Tendency (IBT) from Verplanken and Herabadi (2001), adapted by Herabadi (2003). Data was obtained through an online survey conducted to 160 respondents aged 18 to 25 years in Bandung City. The results showed a coefficient of determination of 0.761 as well as a significance value of 0.000 <0.05, meaning that there is a significant effect of self-monitoring on impulsive buying. This means that Self-Monitoring is high so that it affects purchases made based on impulse or desire to immediately fulfill their desires.

Abstrak. Berbagai platform belanja daring kerap menawarkan diskon atau promosi menarik yang dapat memicu dorongan membeli secara tiba-tiba, tanpa mempertimbangkan dampaknya di kemudian hari. Fenomena ini dikenal dengan istilah impulsive buying. Generasi Z diketahui memiliki kecenderungan hedonis, konsumtif, dan boros, yang membuat mereka lebih rentan terhadap stimulus yang mempengaruhi keputusan pembelian. Generasi Z juga sering kali dipengaruhi oleh lingkungan sosial, termasuk teman sebaya, serta harga diri yang rendah. Akibatnya, mereka cenderung membeli barang-barang yang sedang tren di sekitarnya, yang mana fenomena ini dapat dipahami sebagai perilaku self-monitoring yang tinggi. Studi tujuannya menguji pengaruh self-monitoring terhadap impulsive buying pada pengguna e-commerce dari kalangan Generasi Z. Penelititian ini menggunakan pendekatan kuantitatif hubungan kausalitas, dan pengolahan data memanfaatkan analisis regresi linear sederhana. Studi memanfaatkan dua instrument pengumpulan data, yakni Self-Monitoring Scale (SMS) dari Snyder (1974), telah diterjemahkan Siagian (2017), serta Impulsive Buying Tendency (IBT) dari Verplanken dan Herabadi (2001), disesuaikan oleh Herabadi (2003). Data diperoleh melalui survei online yang dilakukan kepada 160 responden berusia 18 hingga 25 tahun di Kota Bandung. Hasil penelitian menunjukkan koefisien determinasi sebesar 0.761 juga nilai signifikansi 0,000 < 0.05, maknanya terdapat pengaruh signifikan self-monitoring terhadap impulsive buying. Artinya, Self-Monitoring tinggi sehingga berpengaruh terhadap pembelian yang dilaksanakan berdasarkan dorongan hati atau hasrat untuk segera memenuhi keinginanya.