Impulse Buying dan Post Purchase Regret pada Mahasiswa

Abstract

Salah satu penyebab post purchase regret adalah karena kurangnya pertimbangan dalam membeli barang. Studi pendahuluan pada 74 mahasiswa akftif Unnes 2020, mendapatkan temuan bahwa sebanyak 48 responden mengaku menyesal telah membeli barang di luar rencana awal pembelian. Penelitian bertujuan untuk menguji ada tidaknya hubungan antara impulse buying dan post purchase regret pada mahasiswa Unnes, serta untuk mengetahui gambaran impulse buying dan post purchase regret pada mahasiswa Unnes. Penelitian kuantitatif korelasional menggunakan sampel 400 mahasiswa aktif Unnes 2020, dengan teknik cluster random sampling. Data dikumpulkan menggunakan skala post purchase regret terdiri 23 aitem dan skala impulse buying terdiri 26 aitem. Koefisien reliabilitas (cronbach alpha) post purchase regret sebesar 0,854 dan koefisien reliabilitas (cronbach alpha) impulse buying sebesar 0,876. Uji hipotesis dengan Correlation Spearman’s Rho diperoleh koefisien korelasi sebesar 0,143 dengan taraf signifikansi 0,004. Dengan demikian bunyi hipotesis terdapat hubungan antara impulse buying dan post purchase regret pada mahasiswa Unnes diterima. Dengan hasil tingkat impulse buying dan post purchase regret pada mahasiswa Unnes berada pada kategori sedang.

One of the causes of post purchase regret is because of the lack of consideration in buying goods. A preliminary study with 74 Unnes college students 2020, get that finding as much 48 respondents are admits regrets buying goods outside of the original purchase plan. This study aims to test wheter there is a relationship between impulse buying and post purchase regret of Unnes college students, as well as to find out the impulse buying and post purchase regret description in Unnes college students. Correlational quantitative is used with 400 active Unnes 2020 college students as sample of research, by cluster random sampling technique. The data were collected using post purchase regret scale consisting of 23 items and a scale of impulse buying consisting of 26 items. The reliability coefficient (cronbach’s alpha) of post purchase regret was 0,854 and the reliability coefficient (cronbach’s alpha) of impulse buying was 0,876. Hypothesis testing using Spearman's Rho Correlation obtained a correlation coefficient of 0,143 with a significance level of 0,004. Thus the sound of the hypothesis is that there is a relationship between impulse buying and post purchase regret for Unnes students accepted. With the results, the level of impulse buying and post purchase regret to Unnes students is in the medium category.© 2020 Universitas Negeri Semarang