HUBUNGAN SELF REGULATION DENGAN IMPULSIVE BUYING PADA ANGGOTA KOMUNITAS BELANJA ONLINE
THE RELATIONSHIP OF SELF REGULATION WITH IMPULSIVE BUYING IN ONLINE SHOPPING COMMUNITY MEMBERS
Berdasarkan laporan “Navigating Indonesia's E-Commerce as the Future of Retail”, terjadi peningkatan dari 11 persen sebelum pandemi menjadi 25,5 persen pada awal 2021. Lalu 74,5 persen konsumen yang selama pandemi berbelanja secara online dan offline lebih banyak berbelanja secara online. Penelitian ini bertujuan untuk mengetahui hubungan self-regulation dengan impulsive buying pada anggota komunitas belanja online. Komunitas tersebut merupakan beberapa grup di aplikasi telegram yang beranggotakan orang orang yang sering berbelanja online ketika ada promo besar besaran. Penelitian ini dilakukan dengan menggunakan pendekatan metodologi kuantitatif koresional. Subjek yang digunakan dalam penelitian ini berjumlah 100 orang. Instrument yang digunakan dalam penelitian ini adalah skala self-regulation dan skala impulsive buying yang telah diadaptasi. Pada penelitian ini, analisis data menggunakan analisis korelasi product moment dari Pearson. Hasil analisis menunjukkan nilai koefisien sebesar -0,590 (r=-0,590) dengan nilai signifikansi sebesar 0,000 (p<0,05) yang menunjukkan bahwa hubungan kedua variable termasuk dalam kategori sedang. Tanda (-) pada nilai koefisien menunjukkan bahwa hubungan kedua variable tersebut merupakan hubungan negative. Hasil penelitian ini, menunjukkan bahwa hipotesis yang diajukan dapat diterima yaitu terdapat hubungan self-regulation dengan impulsive buying.
Based on the report "Navigating Indonesia's E-Commerce as the Future of Retail", there was an increase from 11 percent before the pandemic to 25.5 percent at the beginning of 2021. Then 74.5 percent of consumers who during the pandemic shopped online and offline shopped more online. This research aims to determine the relationship between self-regulation and impulsive buying among members of the online shopping community. These communities are several groups on the Telegram application whose members are people who often shop online when there are big promotions. This research was conducted using a correlational quantitative methodology approach. The subjects used in this research were 100 people. The instruments used in this research are the self-regulation scale and the adapted impulsive buying scale. In this research, data analysis uses product moment correlation analysis from Pearson. The results of the analysis show a coefficient value of -0.590 (r=-0.590) with a significance value of 0.000 (p<0.05) which indicates that the relationship between the two variables is included in the medium category. The (-) sign on the coefficient value indicates that the relationship between the two variables is a negative relationship. The results of this research indicate that the proposed hypothesis is acceptable, namely that there is a relationship between self-regulation and impulsive buying.