HUBUNGAN SUBJECTIVE WELL-BEING DENGAN PERILAKU IMPULSIVE BUYING DI E-COMMERCE PADA MAHASISWA TINGKAT AKHIR UNIVERSITAS NEGERI PADANG

Hidayatul Maevani, Yolivia Irna Aviani

Abstract


Impulsive buying merupakan sebuah pembelian yang tidak direncanakan mahasiswa karena adanya dorongan yang tak tertahankan tanpa memikirkan dampak setelah pembelian. Tingkat subjective well being yang tinggi pada mahasiswa akan meminimalkan perilaku impulsive buying, sebaliknya tingkat subjective well being yang rendah akan memicu perilaku impulsive buying. Jadi, tujuan dari penelitian ini untuk melihat hubungan antara subjective well being dengan impulsive buying di e-commerce pada mahasiswa tingkat akhir Universitas Negeri Padang. Metode pada penilitian ini berupa kuantitatif korelasional. Sampel berjumlah 266 mahasiswa tingkat akhir Universitas Negeri Padang yang sering berbelanja di e-commerce. Penelitian menggunakan skala subjective well-being dan skala impulsive buying dengan reliabilitas 0,869 dan 0,828. Penelitian ini menggunakan teknik incidental sampling. Peneliti mengolah data menggunakan korelasi pearson dengan SPSS 24.0 for windows. Peneliti mendapatkan nilai signifikansi sebesar 0.000 (p >0.05). Dapat disimpulkan bahwa terdapat hubungan yang signifikan antara subjective well being dengan impulsive buying pada mahasiswa tingkat akhir Universitas Negeri Padang.


Keywords


impulsive buying, subjective well-being, mahasiswa

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References


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DOI: http://dx.doi.org/10.31604/jips.v10i4.2023.2114-2129

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