PERAN FASHION INVOLVEMENT TERHADAP PERILAKU PEMBELIAN IMPULSIF PRODUK FASHION DI E-MARKETPLACE DENGAN MATERIALISME SEBAGAI MODERATOR

YUMNA NABILAH, Rahmat Hidayat

2022 | Skripsi | S1 PSIKOLOGI

Teknologi membawa banyak perubahan dalam segala aspek kehidupan manusia, salah satunya munculnya e-marketplace. Data di Indonesia menunjukkan bahwa produk fashion merupakan produk yang banyak dibeli di e-marketplace. Beberapa konsumen memiliki keterlibatan yang tinggi pada fashion dan hal ini diperkirakan dapat mengarah pada perilaku pembelian impulsif produk fashion. Selain itu, terdapat kemungkinan materialisme dapat memperkuat hubungan antara fashion involvement terhadap pembelian impulsif. Sebanyak 313 pengguna e-marketplace dengan rentang umur 18-24 berpartisipasi dalam penelitian ini. Analisis data dilakukan menggunakan SPSS dengan metode regresi berjenjang. Hasil menunjukkan bahwa fashion involvement memprediksi pembelian impulsif, namun materialisme tidak berperan sebagai moderator.

Technology has brought many change in all aspects of human lives, one of which is the emergence of e-marketplace. Data in Indonesia shows that fashion products are widely purchased in e-marketplace. Some consumers may highly involved in fashion, and this is expected to lead to impulsive buying behavior of fashion products. In addition, there is a possibility that materialism can strengthen the relationship between fashion involvement and impulse buying. A total of 313 e-marketplace users with an age range of 18-24 participated in this study. Data analysis was performed using SPSS with hirearchical regression method. The results show that fashion involvement predicts impulse buying, but materialism does not act as a moderator.

Kata Kunci : e-marketplace, pembelian impulsif, fashion, materialisme, fashion involvement