PENGARUH PENGUCILAN SOSIAL TERHADAP PEMBELIAN IMPULSIF PADA MAHASISWA DI ERA E-COMMERCE : KAJIAN KUANTITATIF
DOI:
https://doi.org/10.56707/jedarr.v4i1.244Keywords:
Pembelian Impulsif, Pengucilan SosialAbstract
Pengucilan sosial merupakan bentuk tekanan psikososial yang dapat memengaruhi perilaku mahasiswa, termasuk dalam pengambilan keputusan pembelian. Mahasiswa yang merasa tidak diterima dalam lingkungan sosialnya sering mengalami penurunan harga diri akibat kebutuhan afiliasi yang tidak terpenuhi. Dalam kondisi tersebut, pembelian impulsif dapat menjadi strategi kompensatoris untuk memulihkan perasaan diri dan memperoleh kembali rasa memiliki secara emosional. Penelitian ini bertujuan untuk menguji pengaruh langsung pengucilan sosial terhadap perilaku pembelian impulsif. Data dikumpulkan dari 385 responden mahasiswa melalui penyebaran kuesioner dan dianalisis menggunakan SPSS 25.0 serta WarpPLS 5.0. Hasil analisis menunjukkan bahwa pengucilan sosial berpengaruh positif dan signifikan terhadap perilaku pembelian impulsif. Temuan ini mengindikasikan bahwa semakin tinggi tingkat pengucilan sosial yang dirasakan individu, semakin besar kemungkinan mereka melakukan pembelian impulsif sebagai bentuk regulasi emosional dan pencarian validasi sosial.
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