Kecemasan Dengan Perilaku Pembelian Impulsif Pengguna E-Commerce Selama Pandemi Covid-19

Cindy Martauli Saragih · Putri Pusvitasari

5 citations0/0 files storedPsikoborneo Jurnal Ilmiah Psikologi

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence COVID-19 Pandemic Impacts

Abstract

In 2020, the world was shocked by a virus called Covid-19. The presence of the Covid-19 virus has a significant impact on aspects of people's lives. Consumptive behavior makes people as consumers will make impulsive purchases during the pandemic. This study aims to determine the relationship between anxiety and the impulsive buying behavior of e-commerce users during the Covid-19 pandemic. The subjects of the study consisted of 126 e-commerce users aged 20-40 years using purposive sampling techniques. The data collection methods used were the anxiety scale and the impulsive purchase scale and then analyzed using the Spearman Rank test. The results of the analysis showed that anxiety variables were positively and significantly correlated with impulsive buying behaviors (r = 0.528, p = 0.000). This means that the higher anxiety, the higher impulsive buying behavior. Pada tahun 2020, dunia dihebohkan dengan virus yang bernama Covid-19. Kehadiran virus Covid-19 memberikan dampak yang signifikan terhadap aspek kehidupan masyarakat. Perilaku konsumtif membuat masyarakat sebagai konsumen akan melakukan pembelian secara impulsif selama masa pandemi. Penelitian ini bertujuan untuk mengetahui hubungan antara kecemasan dengan perilaku pembelian impulsif pengguna e-commerce di masa pandemi Covid-19. Subjek penelitian terdiri dari 126 pengguna e-commerce yang berusia 20-40 tahun dengan menggunakan teknik purposive sampling. Metode pengumpulan data yang digunakan adalah skala kecemasan dan skala pembelian impulsif kemudian dianalisis menggunakan uji Rank Spearman. Hasil analisis menunjukkan bahwa variabel kecemasan berkorelasi positif dan signifikan dengan perilaku pembelian impulsif (r = 0,528, p = 0,000). Artinya semakin tinggi kecemasan maka semakin tinggi pula perilaku pembelian impulsif.

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References

2020The Psychology of Pandemics: Preparing for the Next Global Outbreak of Infectious Disease 2001Individual differences in impulse buying tendency: feeling and no thinking 2005Abnormal Psychology in a Changing World 2020Coronavirus (COVID‐19) in the United Kingdom: A personality‐based perspective on concerns and intention to self‐isolate 2020Hubungan Minat Beli Dengan Keputusan Pembelian Pada Konsumen 2012Faktor Demografis Dalam Perilaku Pembelian Impulsif 2021KECEMASAN DAN PEMBELIAN IMPULSIF PADA SAAT PANDEMI COVID-19 2021Dampak Strategi Pemasaran Digital Shopee terhadap Pembelian Impulsif Produk Kesehatan selama Pandemi di Indonesia

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