Hubungan Persepsi Harga Dan Konformitas Dengan Pembelian Impulsif Di Online Shop Pada Mahasiswa Di Masa Pandemi

Pandemic Covid-19 has had an impact on changing behavior in society, one of which is in terms of shopping. This study aims to examine the relationship between price perception and conformity with impulsive purchases at online shops for college students during the pandemic. The hypotheses in this study consist of major and minor hypotheses. The criteria needed in this study are active students of the psychology study program, Faculty of Psychology, University of Muhammadiyah Surakarta, totaling 110 people consisting of 72 women and 38 men from the 2017, 2018, 2019, 2020 and 2021. The sampling technique used purposive sampling technique. and the method used is the quantitative method. Purposive sampling is a method in determining the sample in a research population where the determination uses certain characteristics to represent the data obtained (Sugiyono, 2016). Data analysis was performed by multiple linear regression analysis. This study uses a Likert scale and data collection through Google Form to measure respondents' perceptions and opinions regarding price perceptions, conformity and impulse buying at online shops during the pandemic. Based on the results of the major hypothesis data with multiple linear regression analysis, it is known that the value (F) is 96.733 with Sig 0.00 (p <0.05) meaning that there is a significant relationship between price perception and conformity with impulse buying. In the results of the minor hypothesis test 1, the coefficient of price perception with impulse buying has a value (r) of 0.659 with Sig 0.00 (p < 0.05) which means that there is a positive relationship. While the results of hypothesis testing 2 obtained the coefficient of conformity with impulse buying has a value (r) of 0.758 with Sig 0.00 (p < 0.05) which means that there is a positive relationship