PENGARUH KECANDUAN INTERNET DAN MATERIALISME TERHADAP PERILAKU PEMBELIAN KOMPULSIF ONLINE

Kurnianingtias Wulandari

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Impact of Technology on Adolescents

Abstract

ABSTRAK Penelitian ini dilakukan dengan tujuan untuk mengetahui pengaruh kecanduan internet dan materialisme terhadap perilaku belanja kompulsif online. Penelitian dilakukan dengan menyasar masyarakat Indonesia pengguna media internet. Jumlah sampel yang digunakan sebanyak 80 responden dengan menggunakan teknik purposive sampling. Data dikumpulkan dengan cara menyebarkan kuesioner secara online yang menggunakan skala Likert 5 poin untuk mengukur 16 indikator. Hasil penelitian ini menunjukkan bahwa kecanduan internet dan materialisme berpengaruh positif dan signifikan terhadap perilaku pembelian kompulsif online. Berdasarkan hasil penelitian semakin sering seseorang menghabiskan waktunya bermain internet serta memiliki pola pikir materialis cenderung memiliki perilaku belanja kompulsif online. Fenomena tersebut merupakan peluang yang dapat dimanfaatkan oleh pelaku usaha untuk merancang strategi yang mampu mendorong calon konsumen agar tertarik dan membeli produk yang ditawarkan.

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2014Compulsive buying and credit card misuse among credit card holders: The roles of self-esteem, materialism, impulsive buying and budget constraint 2011Antecedents of Materialism and Compulsive Buying: A Life Course Study in Australia 2012Compulsive Buying Tendencies through Materialistic and Hedonic Values among College Students in Turkey 2015Compulsive Buying Behavior on the Internet 2013Cultural Aspects of Compulsive Buying in Emerging and Developed Economies: a Cross Cultural Study in Compulsive Buying 2015Life stressors and compulsive buying behaviour among adolescents in India 2014The Relationship of Compulsive Buying with Consumer Culture and Post-Purchase Regret 2016Materialism, Depression, and Compulsive Buying among University Students

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