MUTHIA AISYAH SYAHIDAH, . (2026) PENGARUH SOCIAL COMPARISON TERHADAP PERILAKU PEMBELIAN IMPULSIF PADA PENGGUNA SHOPEE PAYLATER. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh social comparison terhadap pembelian impulsif pada pengguna Shopee PayLater. Layanan PayLater telah menjadi fenomena pembayaran digital yang populer, namun kemudahan yang ditawarkan sering kali memicu perilaku belanja yang tidak rasional. Fenomena ini sejalan dengan karakteristik pembelian impulsif yang dikemukakan oleh Verplanken dan Herabadi (2001). Dalam kasus penggunaan fitur bayar nanti, di mana kendali diri sering kali goyah oleh tawaran instan, mengidentifikasi faktor pendorong perilaku menjadi sangat penting. Dalam konteks ini, social comparison (baik dimensi ability maupun opinion) sering diasumsikan sebagai salah satu faktor psikologis yang memengaruhi keputusan belanja individu dalam lingkungan sosial. Penelitian ini menggunakan metode kuantitatif dengan teknik survei daring. Instrumen penelitian berupa kuesioner menggunakan skala Likert yang disusun berdasarkan Impulse Buying Tendency Scale (Verplanken & Herabadi, 2001) dan Iowa-Netherlands Comparison Orientation Measure (Gibbons & Buunk, 1999). Teknik pengambilan sampel menggunakan purposive sampling, dengan jumlah responden sebanyak 331 pengguna aktif Shopee PayLater berusia 18–39 tahun. Analisis data dilakukan melalui uji asumsi klasik dan uji hipotesis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa social comparison tidak berpengaruh signifikan terhadap pembelian impulsif. Artinya, kecenderungan pengguna Shopee PayLater untuk berbelanja secara impulsif tidak ditentukan oleh seberapa sering mereka membandingkan kemampuan atau opini dengan orang lain, melainkan perilaku ini lebih didominasi oleh faktor-faktor lain di luar dimensi sosial tersebut. ***** This study aims to determine the effect of social comparison on impulsive buying behavior among Shopee PayLater users. PayLater services have become a popular digital payment phenomenon, yet the convenience offered often triggers irrational shopping behavior. This phenomenon aligns with the characteristics of impulsive buying as described by Verplanken and Herabadi (2001). In the case of using the "buy now, pay later" feature, where self-control is often compromised by instant offers, identifying the driving factors of such behavior becomes crucial. In this context, social comparison (both ability and opinion dimensions) is often assumed to be one of the psychological factors influencing individual shopping decisions within a social environment. This study employs a quantitative method with an online survey technique. The research instrument is a questionnaire using a Likert scale based on the Impulse Buying Tendency Scale (Verplanken & Herabadi, 2001) and the Iowa-Netherlands Comparison Orientation Measure (Gibbons & Buunk, 1999). The sampling technique used is purposive sampling, involving 331 active Shopee PayLater users aged 18–39 years. Data analysis was conducted through classical assumption tests and hypothesis testing using multiple linear regression. The results indicate that social comparison does not have a significant effect on impulsive buying. This implies that the tendency of Shopee PayLater users to shop impulsively is not determined by how often they compare their abilities or opinions with others; rather, this behavior is more dominated by other factors outside of these social dimensions.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Additional Information: | 1). Liza Yudhita Widyastuti, M.Psi. ; 2). Herdiyan Maulana, Ph.D. |
| Subjects: | Filsafat, Psikologi & Agama > Psikologi, Ilmu Jiwa |
| Divisions: | FPPsi > S1 Psikologi |
| Depositing User: | Muthia Aisyah Syahidah . |
| Date Deposited: | 02 Apr 2026 07:34 |
| Last Modified: | 02 Apr 2026 07:34 |
| URI: | http://repository.unj.ac.id/id/eprint/66085 |
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