Pengaruh Personal Goals pada Compulsive Buying dengan jenis Kelamin sebagai Variabel Moderasi

Suwarno, Henky Lisan, Prof. Dr. Basu Swasta Dharmmesta, M.B.A.

2007 | Tesis | S2 Management

Compulsive buying adalah salah satu topik penting untuk diselidiki dalam penelitian mengenai perilaku konsumen. Compulsive buying adalah salah topik yang penting untuk dipelajari, karena perilaku pembelian tersebut merupakan salah satu aspek negatif dari suatu perilaku konsumen. Salah satu faktor yang dapat mempengaruhi compulsive buying adalah personal goals. Penelitian ini dilakukan untuk menguji pengaruh personal goals pada compulsive buying dan moderasi jenis kelamin pada personal goals dan compulsive buying. Responden dalam penelitian ini adalah mahasiswa Universitas Kristen Maranatha. Pengambilan sampel dilakukan melalui kriteria purposive sampling. Jumlah responden yang dapat digunakan sebagai sampel adalah sebanyak 186 responden dari 200 kuesioner yang disebarkan. Untuk mengetahui tingkat validitas dan reliabilitas data maka dilakukan tes validitas dan reliabilitas. Analisis data dilakukan dengan menggunakan analisis regresi linier berganda dan chow test.

Hasil penelitian menunjukan bahwa terdapat tiga hipotesis yang menunjukan hasil yang signifikan dari tujuh hipotesis yang diuji dalam penelitian ini. Hasil penelitian menunjukkan bahwa personal goals berupa self-acceptance, financial success dan attractive appearance mempunyai pengaruh pada compulsive buying. Sedangkan personal goals berupa affiliation, community feeling dan social recognition tidak mempunyai pengaruh pada compulsive buying. Hasil penelitian ini juga menunjukkan bahwa tidak ada pengaruh moderasi jenis kelamin pada personal goals dan compulsive buying. Kata Kunci: Personal Goals, Self-Acceptance, Affiliation, Community Feeling, Financial Success, Social Recognition, Attractive Appearance, Jenis Kelamin, Compulsive Buying.

Compulsive buying is an important topic to explore in consumer behavior research. Compulsive buying is an important topic to study because this purchase behavior is a negative aspect of consumer behavior. One of the factors that could influence compulsive buying is personal goals. The main purpose of this study is to examine the effect of personal goals on compulsive buying and moderating impact of gender on personal goals and compulsive buying. The respondents in this study are students of Maranatha Christian University. Sampling technique used was purposive sampling. From 200 questioners that distributed, there are only 186 respondents which can be used as samples. Validity and reliability testing were conducted in order to figure out the validity rate and data reliability. The data were analyzed by using multiple regression analysis and chow test. The results show, from seven hypotheses that were examined, three hypotheses showed significant results. The results show that personal goals, especially self-acceptance, financial success and attractive appearance have impact on compulsive buying. Whereas personal goals, especially affiliation, community feeling and social recognition do not have impact on compulsive buying. The results also show that there are no moderating impact of gender on personal goals and compulsive buying. Keywords: Personal Goals, Self-Acceptance, Affiliation, Community Feeling, Financial Success, Social Recognition, Attractive Appearance, Gender, Compulsive Buying.

Kata Kunci : Personal Goals, Self-Acceptance, Affiliation, Community Feeling, Financial Success, Social Recognition, Attractive Appearance, Jenis Kelamin, Compulsive Buying