JUNIARSIH, YUYUN (2019) HUBUNGAN KONTROL DIRI DENGAN PERILAKU PEMBELIAN IMPULSIF PRODUK FASHION ONLINE DI INSTAGRAM PADA MAHASISWA UNIVERSITAS MERCU BUANA. S1 thesis, Universitas Mercu Buana.
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Abstract
This study aims to determine whether there is a relationship between self-control and impulsive buying behavior of fashion products online on Instagram for students at Mercu Buana University. The subjects used in this study were University students and university students with an age range of 18-22 years. The sampling method used was an Cluster sampling technique with 334 respondents as respondents. Data analysis using Spearman correlation with SPSS version 22 for windows. The reliability results on the self-control scale were 0.837 and the reliability of the impulsive purchase scale was 0.855. The results of the correlation analysis r = -0.526 with a significance level of 0.000 (p <0.05). This shows that there is a relationship between the two variables with the direction of the negative relationship, this means that the higher the individual's self control, the lower the impulsive purchase. The conclusion of this study is that there is a relationship between self-control and impulsive buying behavior of fashion products online on Instagram for students at Mercu Buana University. Keywords: Self Control and Impulsive Purchasing. Penelitian ini bertujuan untuk mengetahui apakah ada hubungan antara kontrol diri dengan perilaku pembelian impulsif produk fashion online di instagram pada mahasiswa Universitas Mercu Buana. Subjek yang digunakan dalam penelitian ini adalah mahasiswa dan mahasiswi Universitas mercu buana dengan rentang usia 18-22 tahun. Metode sampling yang digunakan adalah teknik Cluster sampling dengan responden sebanyak 334 responden. Analisis data menggunakan korelasi Spearman dengan program SPSS versi 22 for windows. Hasil reliabilitas pada skala kontrol diri adalah 0,837 dan reliabilitas skala pembelian impulsif adalah 0,855. Hasil analisis korelasi r = -0,526 dengan taraf signifikansi 0,000 (p < 0,05). Hal ini menunjukan bahwa ada hubungan antara dua variabel dengan arah hubungan negatif, ini berarti semakin tinggi kontrol diri individu maka semakin rendah pembelian impulsifnya. Kesimpulan dari penelitian ini adalah bahwa ada hubungan antara kontrol diri dengan perilaku pembelian impulsif produk fashion online di instagram pada mahasiswa Universtias Mercu Buana. Kata Kunci: Kontrol Diri dan Pembelian Impulsif.
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