ANALISIS BEBERAPA FAKTOR YANG MEMPENGARUHI PERILAKU PEMBELIAN IMPULSIF MAHASISWA
DOI:
https://doi.org/10.56707/jedarr.v4i2.270Keywords:
Kontrol Diri yang rendah, Pembelian Impulsif, MahasiswaAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh rendahnya kontrol diri terhadap pembelian impulsif pada mahasiswa dengan mengacu pada Theory of Planned Behavior (TPB). Fenomena meningkatnya perilaku konsumtif di kalangan mahasiswa dan masih terbatasnya studi yang mengkaji kontrol diri dalam impulsivitas berdasarkan TPB menjadi dasar dilakukannya penelitian ini. Metode yang digunakan pendekatan kuantitatif eksplanatori dengan sampel 174 mahasiswa Program Studi Pendidikan Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya Angkatan 2021 yang dipilih melalui proportional random sampling. Data dikumpulkan melalui kuesioner tertutup dan dianalisis menggunakan Structural Equation Modelling Partial Least Square (SEM-PLS) melalui perangkat lunak SmartPLS 4.1. Hasil penelitian menunjukkan bahwa rendahnya kontrol diri berpengaruh positif dan signifikan terhadap pembelian impulsif dengan nilai t-statistic 6,689 dan p-values 0,000. Temuan ini menegaskan bahwa individu dengan tingkat kontrol diri yang lebih rendah cenderung lebih mudah terdorong untuk membeli secara spontan tanpa pertimbangan kebutuhan dan konsekuensi. Secara teoritis, peenlitian ini memperkaya kajian TPB dengan memasukkan kontrol diri sebagai salah satu faktor psikologis yang berperan dalam perilaku konsumtif. Secara praktis, hasil studi ini dapat menjadi pertimbangan dalam pengembangan program literasi keuangan dan pembentukan regulasi diri mahasiswa untuk menekan kecenderungan pembelian impulsif.
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