PENGARUH SELF-ESTEEM DAN SELF-REGULATION TERHADAP PEMBELIAN IMPULSIF PRODUK FASHION BERBASIS ONLINE PADA MAHASISWA KOTA BANDUNG

• Main Author: Muhammad Aflaha Prawira Rachmaputra, - (Author)
• Format: Book
• Published: 2022-11-30.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/88356/1/S_PSI_1806026_TITLE.pdf; http://repository.upi.edu/88356/2/S_PSI_1806026_Chapter1.pdf; http://repository.upi.edu/88356/3/S_PSI_1806026_Chapter2.pdf; http://repository.upi.edu/88356/4/S_PSI_1806026_Chapter3.pdf; http://repository.upi.edu/88356/5/S_PSI_1806026_Chapter4.pdf; http://repository.upi.edu/88356/6/S_PSI_1806026_Chapter5.pdf; http://repository.upi.edu/88356/7/S_PSI_1806026_APPENDIX.pdf
• Keywords: BF Psychology; L Education (General)

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh dari Self-Esteem dan Self-Regulation terhadap Pembelian Impulsif produk fashion berbasis online pada mahasiswa Kota Bandung. Penelitian ini menggunakan metode kuantitatif dengan desain korelasional. Sampel penelitian ini terdiri atas 450 responden dengan karakteristik mahasiswa berusia 18-22 tahun yang berkuliah di Kota Bandung. Teknik sampling menggunakan accidental sampling. Peneliti menggunakan Rosenberg Self-Esteem Scale yang dirancang Rosenberg (Mahardika, 2021), Short Self-Regulation Questionnaire yang dirancang oleh Neal dan Carey (Orosova et al., 2018), dan Impulsive Buying Tendency yang dirancang oleh Verplanken dan Herabadi (Sarah, 2020). Analisis data yang digunakan adalah analisis regresi linear berganda dengan nilai signifikansi 0,000 (p < 0,05). Berdasarkan hasil analisis data, dapat disimpulkan bahwa Self-Esteem dan Self-Regulation berpengaruh terhadap Pembelian Impulsif dengan nilai kontribusi sebesar 46,6% atau Self-Esteem dan Self-Regulation memberikan pengaruh yang besar terhadap tingkat Pembelian Impulsif. Kata kunci: Self-Esteem, Self-Regulation, Pembelian Impulsif. ABSTRACT This study aims to determine the influence of Self-Esteem and Self-Regulation on the Impulsive Buying of online-based fashion products on students in Bandung City. This research uses quantitative methods with correlational design. The sample of this study consisted of 450 respondents with characteristics of students aged 18-22 years who studied in the city of Bandung. The sampling technique uses accidental sampling. Researcher used the Rosenberg Self-Esteem Scale designed by Rosenberg (Mahardika, 2021), the Short Self-Regulation Questionnaire designed by Neal and Carey (Orosova et al., 2018), and Impulsive Buying Tendency designed by Verplanken and Herabadi (Sarah, 2020). The data analysis used was a multiple linear regression analysis with a significance value of 0.000 (p < 0.05). Based on the results of data analysis, it can be concluded that Self-Esteem and Self-Regulation have an effect on Impulsive Buying with a contribution value of 46.6% or Self-Esteem and Self-Regulation have a great influence on the level of Impulsive Buying.