HUBUNGAN HEDONISM LIFESTYLE DAN PERILAKU IMPULSIVE BUYING PRODUK FASHION PADA MAHASISWA PSIKOLOGI UNIVERSITAS X
Keywords:
Gaya Hidup Hedonisme, Perilaku Pembelian Impulsif Produk Fashion
Abstract
Penelitian ini bertujuan untuk mengetahui hubungan antara gaya hidup hedonisme dengan perilaku pembelian impulsif berorientasi mode pada mahasiswa jurusan psikologi di Universitas Kristen Satya Wacana (UKSW) di Salatiga. Partisipan pada penelitian ini sebanyak 35 mahasiswa/i jurusan psikologi di UKSW yang mengikuti tren fashion dan melakukan pembelian impulsif produk fashion minimal 1 kali dalam seminggu. Metode pengambilan sampel dari penelitian ini menggunakan teknik sampling dengan pendekatan non-probability yaitu teknik purposive sampling. Uji dari penelitian ini dibantu oleh perangkat lunak SPSS 22.0 for Windows. Menurut hasil analisa data menggunakan uji korelasi Pearson sebesar 0,505 dengan nilai signifikansi 0,001 (p<0,05), yang berarti terdapat hubungan positif yang signifikan antara gaya hidup hedonisme dan perilaku pembelian impulsif pada mahasiswa psikologi di Universitas Kristen Satya Wacana (UKSW) Salatiga. Artinya apabila gaya hidup hedonisme tinggi maka perilaku pembelian impulsif akan tinggi pula, dan sebaliknya.
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[27] Wells, W. D., & Tigert, D. J. (1971). Activities, interests and opinions. Journal of Advertising Research, 11(4), 27–35.
[28] Zeb, H., Rashid, K., & Javeed, M. B. (2011). Influence of brands on female consumer’s buying behavior in Pakistan. International Journal of Trade, Economics, and Finance, 3(2).
[2] Aprilia, E.D., & Mahfudzi, R. (2020). Gaya hidup hedonisme dan impulsive buying pada mahasiswa. Jurnal Ecopsy, 2(7).
[3] Bong, S. (2012). Pengaruh in-store stimuli terhadap impulse buying behavior konsumen hypermarket di Jakarta. ULTIMA Management, 3(1), 31–52. https://doi.org/10.31937/manajemen.v3i1.175.
[4] Black, K. (2010). Business statistics: For contemporary decision making. Wiley.
[5] Deviana, Tina. (2018). Pengaruh religiusitas, peer attachment, dan karakteristik penggunaan media sosial instagram terhadap perilaku hedonis mahasiswi. (Skripsi Sarjana, Universitas Islam Negeri). https://repository.uinjkt.ac.id/dspace/handle/123456789/44510
[6] Engel, J.F., Blackwell, R.D., & Miniard, P. W. (1993). Perilaku konsumen. Edisi 6 Jilid I Jakarta: Binarupa Aksara.
[7] GEM, Collins, 1993. Kamus saku biologi. Jakarta: PT., Erlangga.
[8] Herabadi, A.G., Knippenberg, A., & Verplanken, B. (2019). Consumption
experience of impulse buying in Indonesia: Emotional arousal and hedonistic
considerations. Asian Journal of Social Psychology.
[9] Han, Y., Morgan, G., Kotsiopulos, A., & Kang-Park, J. (1991). Impulse buying behavior of apparel purchasers. Clothing and Textiles Research Journal, 9(3), 15-21.
[10] Haryani, S. D., Syaf. A., Fadhli. M. (2022). Hubungan gaya hidup hedonis dengan kecenderungan impulsive buying pada remaja. Journal of Psychology, 1(5).
[11] Hausman, A. (2000). A multi‐method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing, 17(5), 403–426. https://doi.org/10.1108/07363760010341045.
[12] Jones, M. A., Reynolds, K. E., Weun, S., & Beatty, S. E. (2003). The product-specific nature of impulse buying tendency. Journal of Business Research, 56(7), 505–511. https://doi.org/10.1016/s0148-2963(01)00250-8.
[13] Joo Park, E., Young Kim, E., & Cardona Forney, J. (2006). A structural model of fashion-oriented impulse buying behavior. Journal of Fashion Marketing and Management: An International Journal, 10(4), 433–446. https://doi.org/10.1108/13612020610701965.
[14] Kotler, P., & Armstrong, G. (2004). Principles of marketing (14th ed.). Boston, MA:Pearson Prentice Hall.
[15] Kelly, E. (2015). Gaya hidup hedonis dan impulsive buying pada kalangan remaja putri. Jurnal Sketsa Bisnis, 1(2).
[16] Meena, S. (2018). Consumer psychology and marketing. Int. J. Res. Analyt. Rev. 5, 218–222.
[17] Mattila, A. S., & Enz, C. A. (2002). The role of emotions in service encounters. Journal of Service Research, 4(4), 268–277. https://doi.org/10.1177/1094670502004004004.
[18] Nielsen. (2020, Maret 19). Konsumen digital menunjukkan pertumbuhan tren positif. Diakses pada tanggal 12 September 2022. Melalui laman https://www.nielsen.com/id/news-center/2020/konsumen-digital-menunjukkan-pertumbuhan-tren-positif/.
[19] Paramitha, N. P. I. N., Sulhaini., & Saufi. A. (2022). The effect of hedonic shopping and utilitarian values on impulsive buying moderated by gender on the marketplace. International Journal of Multicultural and Multireligious Understanding, 2(9), 54-67.
[20] Statista. (2022). (rep.). Number of online shoppers in Indonesia in 2017 and 2022 {in millions). Rakuten Insight.
[21] Statista. (2022). (rep.). Products purchased on line during the last three months compared to the same time last year among consumers in Indonesia as of June 2022. Rakuten Insight.
[22] Tambuwun, M. (2016). Shopping lifestyle as intervening relation between hedonic motive and gender on impulsive buying. International Journal of Business and Finance Management Research, 9-16. ISSN 2053-1842.
[23] Verplanken, B., & Sato, A. (2011). The psychology of impulse buying : An integrative self-regulation approach. Journal of Consumer Policy, 34(2), 197– 210. https://doi.org/10.1007/s10603-011-9158-5.
[24] Verplanken, B. & Herabadi, A. (2001). Individual differences in impulse buying tendency : feeling and no thinking. European Journal of Personality, 15, S71-S83.
[25] Wandira, R. K., Rohman, F., & Syamsuddin, M. T. (2019). How does hedonic shopping value affect impulsive buying? An empirical study on e-commerce in Indonesia. International Journal of Innovation, Creativity, and Change, 8(9).
[26] Wood, M. (1998). Socio-economic status, delay of gratification, and impulse buying. Journal of Economic Psychology, 19(3), 295–320. https://doi.org/10.1016/s0167-4870(98)00009-9
[27] Wells, W. D., & Tigert, D. J. (1971). Activities, interests and opinions. Journal of Advertising Research, 11(4), 27–35.
[28] Zeb, H., Rashid, K., & Javeed, M. B. (2011). Influence of brands on female consumer’s buying behavior in Pakistan. International Journal of Trade, Economics, and Finance, 3(2).
Published
2023-03-31
How to Cite
Novita, N., & Soetjiningsih, C. (2023). HUBUNGAN HEDONISM LIFESTYLE DAN PERILAKU IMPULSIVE BUYING PRODUK FASHION PADA MAHASISWA PSIKOLOGI UNIVERSITAS X. Jurnal Inovasi Penelitian, 3(11), 7897-7904. https://doi.org/10.47492/jip.v3i11.2556
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