The Role of Self-Control on Online Impulsive Buying and Personality Traits As Moderators

Dea Febyola, Tri Hayuning Tyas, S.Psi., M.A., Psikolog

2023 | Skripsi | PSIKOLOGI

Pembelian impulsif telah dikaitkan dengan konsekuensi negatif seperti masalah keuangan pasca pembelian, kekecewaan produk, perasaan bersalah, dan kritik sosial. Kontrol diri memainkan pengaruh besar dalam menahan perilaku pembelian impulsif, dan faktor-faktor dalam diri individu seperti trait  kepribadian juga tampaknya memiliki peran. Penelitian ini bertujuan untuk menguji peran trait kepribadian sebagai moderator antara kontrol diri dan pembelian impulsif pada dewasa muda di Yogyakarta. Subjek dalam penelitian ini adalah 185 orang (51 laki-laki, 132 perempuan) berusia antara 18-25 tahun yang pernah melakukan pembelian barang berwujud secara online di e-commerce dan berdomisili di Yogyakarta. Analisis Regresi Moderasi (MRA) dilakukan untuk menganalisis data dan hasilnya menunjukkan bahwa trait kepribadian yang merupakan trait kepribadian Big Five tidak memoderasi hubungan antara kontrol diri dan pembelian impulsif. Namun, ditemukan hubungan negatif yang signifikan antara kontrol diri dan pembelian impulsif (F=38.837, p<0>

Impulsive buying has been linked to negative consequences such as post purchase financial problems, product disappointment, guilt feelings, and social criticism. Self-control plays a major influence in resisting impulsive buying behavior, and the individuals’ inner factors such as personality traits also seem to have a role. This research aims to examine the role of personality traits as moderators between self control and impulsive buying in emerging adulthood in Yogyakarta. Subject in this study were 185 (51 male, 132 female) aged between 18-25 who have ever done an online purchase of tangible goods on e-commerce and residing in Yogyakarta. The Moderated Regression Analysis (MRA) was carried out to analyze the data and the result indicated that personality traits which is the Big Five personality traits does not moderate the relationship between self-control and impulsive buying. However, a significant negative relationship between self-control and impulsive buying was found (F=38.837, p<0>

Kata Kunci : Pembelian Impulsif, Kontrol Diri, Trait Kepribadian, Dewasa Muda