Harga Diri dan Konformitas Terhadap Pembelian Impulsif Barang Tiruan Produk Mode pada Remaja
Abstract
This study aimed to determine the impact of self-esteem and conformity on impulsive buying counterfeit fashion product of teenagers. This study used quantitative approach. Research population consist of 150 and consist of 92 teenagers that chosen using purposive sampling method. Data collection method used in this study is impulsive buying, self-esteem, and conformity scale. Research data analyzed with multiple linear regression by the program Statistical Package for Social Science (SPSS) 25.0 for Windows. The results showed that: (1) there is significant impact of self-esteem and conformity towards impulsive buying with F = 37.800, R2 = 0.459, p = 0.000; (2) there is a significant impact of self-esteem on impulsive buying with beta coefficient = -0.179, and t count < t table (-2.077 < 1.987) and p value = 0.041 (p < 0.05); (3) there is a significant impact of conformity on impulsive buying with beta coefficient = 0.583, t count > t table (6.779 > 1.987) and P value = 0.000 (p > 0.05). Contribution of self-esteem and conformity on impulsive buying of teenagers in Indonesia amounted to 0.459 (45.9 percent).
Penelitian ini bertujuan untuk mengetahui pengaruh harga diri dan konformitas terhadap pembelian impulsif barang tiruan produk mode pada remaja. Penelitian ini menggunakan pendekatan kuantitatif. Populasi pada penelitian ini adalah 150 remaja dan sampel pada penelitian ini adalah 92 remaja di Indonesia yang dipilih dengan menggunakan teknik purposive sampling. Metode pengumpulan data yang digunakan adalah skala pembelian impulsif, harga diri dan konformitas. Teknik analisa data menggunakan uji analisis regresi linear berganda dengan bantuan program Statistical Package for Social Sciences (SPSS) 25.0 for windows. Hasil penelitian menunjukkan bahwa: (1) ada pengaruh harga diri dan konformitas terhadap pembelian impulsif yaitu dengan nilai F = 37.800, R2 = 0.459, p = 0.000; (2) ada pengaruh signifikan harga diri terhadap pembelian impulsif dengan koefisien beta = -0.179, serta nilai t hitung < t tabel (-2.077 < 1.987) dan nilai p = 0.041 (p < 0.05); (3) ada pengaruh signifikan konformitas terhadap pembelian impulsif dengan nilai koefisien beta = 0.583, nilai t hitung > t tabel (6.779 > 1.987) dan nilai p = 0.000 (p < 0.05). Kontribusi harga diri dan konformitas dengan pembelian impulsif pada remaja adalah sebesar 0.459 (45.9 persen).
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DOI: http://dx.doi.org/10.30872/psikoborneo.v10i1.7105
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