PENGARUH KONTROL DIRI TERHADAP PEMBELIAN IMPULSIF PRODUK FASHION MELALUI E-COMMERCE PENGGUNA PAYLATER PADA USIA DEWASA AWAL

REGINA MULYA PUSPITA, . (2022) PENGARUH KONTROL DIRI TERHADAP PEMBELIAN IMPULSIF PRODUK FASHION MELALUI E-COMMERCE PENGGUNA PAYLATER PADA USIA DEWASA AWAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

*ABSTRAK* Penelitian ini bertujuan untuk mengetahui pengaruh kontrol diri terhadap pembelian impulsif produk fashion melalaui e-commerce pengguna paylater pada usia dewasa awal. Penelitian ini menggunakan pendekatan kuantitatif. Teknik sampling yang digunakan penelitian ini yaitu purposive sampling. Sampel pada penelitian ini terdiri dari 431 responden. Alat ukur yang digunakan dalam penelitian ini yaitu Impulse Buying Tendency (IBT) dari Verplanken dan Herabadi dan Self-Control Scale dari Tangney, Baumeister & Boone. Hasil penelitian menunjukkan nilai signifikansi (p) sebesar 0,000 < 0,05 berarti terdapat pengaruh antara kontrol diri terhadap pembelian impulsif produk fashion melalui e-commerce pengguna paylater pada usia dewasa awal dan berdasarkan nilai persamaan regresi sebesar -0.536 yang berarti terdapat pengaruh negatif yang menunjukkan bahwa apabila kontrol diri mengalami kenaikan satu-satuan, maka pembelian impulsif akan mengalami penurunan sebesar 0,536. Kata Kunci : Kontrol Diri, Pembelian Impulsif, Dewasa Awal *ABSTRACT* This study aims to determine the effect of self-control on impulsive buying of fashion products through e-commerce by paylater users in early adulthood. This study uses a quantitative approach. The sampling technique used in this research is purposive sampling. The sample in this study consisted of 431 respondents. The measuring instrument used in this research is the Impulse Buying Tendency (IBT) from Verplanken and Herabadi and the Self-Control Scale from Tangney, Baumeister & Boone. The results showed a significance value (p) of 0.000 <0.05, which means that there is an influence between self-control on impulse buying of fashion products through e-commerce by paylater users in early adulthood and based on the regression equation value of -0.536, which means that there is a negative effect which indicates that if self-control increases one unit, then impulse buying will decrease by 0.536. Keywords : Self Control, Impulsive Buying, Early Adulthood

Item Type: Thesis (Sarjana)
Additional Information: 1) Dwi Kencana Wulan, M. Psi. ; 2) Vinna Ramadhany Sy, M. Psi.
Subjects: Filsafat, Psikologi & Agama > Psikologi, Ilmu Jiwa
Divisions: FPP > S1 Psikologi
Depositing User: Users 13550 not found.
Date Deposited: 08 Mar 2022 11:20
Last Modified: 08 Mar 2022 11:20
URI: http://repository.unj.ac.id/id/eprint/23831

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