PENGARUH CITRA DIRI TERHADAP PERILAKU IMPULSIVE BUYING SECARA DARING PADA MAHASISWA/I

Penelitian ini bertujuan untuk mengetahui pengaruh citra diri terhadap perilaku impulsive buying pada mahasiswa/i yang melakukan belanja online. Penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan sampel purposive sampling. Subjek dalam penelitian yaitu 337 responden berusia minimal 18 tahun yang melakukan belanja online. Uji hipotesis menggunakan analisis regresi linear sederhana, hasilnya nilai signifikansi (sig.) sebesar 0,000 < 0,05. Artinya Ho ditolak Ha diterima. Nilai (r) sebesar -0,339 menunjukkan pengaruh antar kedua variabel bersifat negatif. Artinya semakin tinggi citra diri maka semakin rendah impulsive buying. This study aimed to predict the role of self-image toward impulsive buying among college students who did online shopping. Participants included 337 students with minimum age 18 years old by using purposive sampling method. A quantitative research designed in this study by using simple regression. The result indicates that self-image can predict impulsive buying significantly (0,000 < 0,05) and contribute 11,5% toward impulsive buying. So, the alternative hypothesis is accepted. The r value of -0.339 indicates the impact between the two variables is negative. It means that students who have the higher the self-image, have the lower the impulsive buying