Putrataufiza, Kevan (2024) Hubungan trait kepribadian, kecenderungan pembelian impulsif dan gaya hidup hedonisme dalam online shopping. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk menganalisis hubungan antara Big Five Personality Traits terhadap kecenderungan pembelian impulsif dan gaya hidup hedonisme dalam konteks shopping online. Dalam era digital yang berkembang pesat, fenomena shopping online semakin diminati, dan perilaku impulsif serta kecenderungan gaya hidup hedonisme menjadi semakin menarik di kalangan perilaku konsumen. Big Five Personality Traits yang terdiri dari extraversion, agreeableness, conscientiousness, neuroticism, dan openness to experience diukur untuk mengetahui pengaruhnya terhadap perilaku pembelian impulsif dan kecenderungan gaya hidup hedonisme. Metode penelitian yang digunakan dalam penelitian ini adalah metode non-eksperimental kuantitatif. Subjek penelitian merupakan mahasiswa aktif S1 yang berdomisili di area Jabodetabek dengan sampel berjumlah 120 orang yang direkrut dengan teknik non-random convenience sampling dikarenakan partisipan adalah mahasiswa s1 dengan kalangan usia 18-25 tahun. Peneliti menggunakan tiga skala alat ukur yang pertama alat ukur kepribadian (10 item valid, α = 0.713), alat ukur pembelian impulsif ( 20 item valid, α = 0.954), dan yang terakhir alat ukur hedonisme ( 8 item valid, α = 0.946). Peneliti menganalisis data menggunakan teknik uji korelasi Spearman’s Rho karena hasil data tidak terdistribusi secara normal dengan hasil rho = -0.499 untuk pembelian impulsif secara total dengan signifikansi sebesar (* p < 0.05; *** p < 0.001). Dari hasil penelitian ini menunjukkan bahwa terdapat hubungan antara kepribadian conscientiousness rendah maka akan semakin tinggi pembelian impulsif yang akan dilakukan, kepribadian extraversion yang tinggi maka semakin tinggi pembelian impulsif yang akan dilakukan, kepribadian neuroticism yang rendah maka akan semakin tinggi pembelian impulsif yang akan dilakukan, dan yang terakhir gaya hidup hedonisme yang tinggi akan lebih cenderung untuk melakukan pembelian impulsif.
Kata kunci : Big five personality trait, pembelian impulsif, gaya hidup hedonisme, shopping online, perilaku konsumen.
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HUBUNGAN TRAIT KEPRIBADIAN, KECENDERUNGAN PEMBELIAN IMPULSIF DAN GAYA HIDUP HEDONISME DALAM ONLINE SHOPPING
(5 - 43 Pages ; 2 Pictures ; 4 Tables ; 20 Appendix)
This study aims to analyze the relationship between the Big Five Personality Traits and tendencies toward impulsive buying and a hedonistic lifestyle in the context of online shopping. In the rapidly evolving digital era, the popularity of online shopping continues to grow, and impulsive behavior and a hedonistic lifestyle are becoming increasingly intriguing aspects of consumer behavior. The Big Five Personality Traits extraversion, agreeableness, conscientiousness, neuroticism, and openness to experience are assessed to understand their influence on impulsive buying behavior and hedonistic lifestyle tendencies. This research employs a non-experimental quantitative method. The study participants are active undergraduate students residing in the Greater Jakarta area, with a sample of 120 participants recruited through non-random convenience sampling. Three scales are used in this research: a personality assessment tool (10 valid items, α = 0.713), an impulsive buying scale (20 valid items, α = 0.954), and a hedonism scale (8 valid items, α = 0.946). Data were analyzed using Spearman’s Rho correlation test, since data were not normally distributed, yielding a rho of -0.499 for total impulsive buying, with a significance of (* p < 0.05; *** p < 0.001). The findings reveal that lower conscientiousness is associated with higher impulsive buying tendencies, higher extraversion correlates with increased impulsive buying, lower neuroticism is linked to higher impulsive buying tendencies, and finally a high hedonistic lifestyle is more likely to result in impulsive purchases.
Kata kunci : Big five personality trait, pembelian impulsif, gaya hidup hedonisme, shopping online, perilaku konsumen.
Item Type: | Thesis (Bachelor) |
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Creators: | Creators NIM Email ORCID Putrataufiza, Kevan NIM01121200042 kevan276@gmail.com UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Lesmana, Teguh NIDN0307019201 teguh.lesmana@uph.edu |
Uncontrolled Keywords: | big five personality trait; pembelian impulsif; gaya hidup hedonisme; shopping online; perilaku konsumen. |
Subjects: | B Philosophy. Psychology. Religion > BF Psychology |
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Psychology > Psychology Current > Faculty/School - UPH Karawaci > Faculty of Psychology > Psychology |
Depositing User: | Kevan Putrataufiza |
Date Deposited: | 21 Jan 2025 01:48 |
Last Modified: | 21 Jan 2025 01:48 |
URI: | http://repository.uph.edu/id/eprint/66430 |