Perilaku Pembelian Impulsif : Seberapa Besar Peran Gaya Hidup dan Literasi Ekonomi?

Impulsive Buying Behavior: How Big is the Role of Lifestyle and Economic Literacy?

Pola konsumsi membeli barang mahal merupakan gaya hidup remaja pada saat ini. Mahasiswa sebagai pelaku konsumsi telah dibekali literasi telah berperilaku impulsif dalam pembelian. Penelitian ini bertujuan  untuk menganalisis pengaruh literasi ekonomi terhadap gaya hidup,  pengaruh  literasi  ekonomi  terhadap  perilaku  pembelian impulsif, pengaruh  gaya  hidup terhadap   perilaku pembelian impulsif, dan menganalisis gaya hidup dalam memediasi literasi dan pembelian impulsif produk fashion di online shop serta m . Penelitian ini merupakan jenis penelitian kuantitatif. Populasi penelitian ini adalah mahasisiwa Fakutas Ekonomi di Universitas Negeri Surabaya dengan kriteria baru selesai menempuh mata kuliah teori ekonomi mikro. Populasi berjumlah 272 orang yang berasal dari  mahasiswa Pendidikan Ekonomi 2017, ilmu Ekonomi 2017, dan Manajemen 2018. Sampel penelitian ini sejumlah 162 mahasiswa yang ditentukan menggunakan teknik proportional random sampling. Teknik pengumpulan data menggunakan kuesioner dan tes yang dianalisis dengan teknik analisis permodelan persamaan struktural (SEM). Hasil dari penelitian ini yaitu (1) literasi ekonomi berpengaruh signifikan terhadap gaya hidup, (2) literasi ekonomi berpengaruh signifikan terhadap perilaku pembelian impulsif, (3) gaya hidup berpengaruuh signifikan terhadap perilaku pembelian impulsif, dan (4) gaya hidup memediasi literasi ekonomi berpengaruh signifikan terhadap perilaku pembelian impulsif.  Penelitian ini memberikan makna bahwa  gaya hidup merupakan  variabel yang dipertimbangkan, karena mampu  memediasi  literasi mahasiswa terhadap pembelian impulsif. Penelitian ini memberikan saran bagi pengajar untuk mengendalikan gaya hidup melalui mata kuliah mikro ekonomi.

The pattern of consumption of buying expensive goods is the lifestyle of adolescents at this time. Students as consumption agents have been provided with literacy and have behaved impulsively in purchasing.  This objective of study was to analyze the effect of Economic Literacy on Lifestyles, the effect of Economic Literacy on Impulsive Buying Behavior, the influence of Lifestyle on Impulsive Buying Behavior, and the influence of Economic Literacy through Lifestyle on Impulsive Buying Behavior of fashion products I online shops. This research is a type of quantitative research. The subject of study was students of The Faculty of Economics at the State University of Surabaya, who had just finished taking the microeconomic theory course. The study involved 162 students. The data collection technique using questionnaires and tests were analyzed with structural equation modeling (SEM) analysis techniques. The results of this study are economic literacy has a significant effect on lifestyles, economic literacy has a significant effect on impulsive buying behavior, lifestyle have a significant impact on impulsive buying behavior, and economic literacy has a significant effect on impulsive buying behavior through lifestyle so that lifestyle is mediating variable. Based on the assessment of the results of the study, students are accustomed to applying in their lifestyles ie students product because of trends but do not neglect the benefits of the products. Because of that habit students also apply economic literacy to the impulsive buying behavior of fashion products in the online shop.