Peran Self-Esteem terhadap Pembelian Impulsif Dewasa Awal Konsumen TikTok Shop

Raudha Shula Alaina, Drs. Isaac Jogues Kiyok Sito Meiyanto, Ph.D., Psikolog

2025 | Skripsi | PSIKOLOGI

Berkembangnya teknologi digital telah melahirkan berbagai platform

belanja online, salah satunya TikTok Shop yang populer di kalangan dewasa awal

di Indonesia. Pada fase ini, individu mengalami transisi menuju kemandirian

finansial, yang memengaruhi perilaku belanja mereka. Kemudahan akses,

kebebasan finansial, serta fitur dan promo menarik dari TikTok Shop dapat

mendorong pembelian impulsif, terutama pada kelompok usia dewasa awal.

Penelitian terdahulu menunjukkan bahwa self-esteem berperan dalam perilaku

belanja impulsif. Orang yang memiliki self-esteem rendah sering membeli barang

secara impulsif untuk menutupi rasa rendah diri mereka. Dengan demikian,

penelitian ini bertujuan untuk mengetahui peran self-esteem terhadap pembelian

impulsif pada konsumen dewasa awal TikTok Shop. Dengan pendekatan

kuantitatif, 218 partisipan usia 18 hingga 25 tahun terlibat sebagai partisipan

penelitian. Hasil analisis regresi linear sederhana mengindikasikan bahwa

self-esteem memiliki peranan negatif terhadap pembelian impulsif pada dewasa

awal konsumen TikTok Shop.

The development of digital technology has given rise to various online

shopping platforms, one of which is TikTok Shop, which is popular among

individuals in emerging adulthood in Indonesia. At this stage, individuals

undergo a transition toward financial independence, influencing their shopping

behavior. Easy access, financial freedom, and attractive features and promotions

on TikTok Shop can encourage impulsive buying, especially among those in

emerging adulthood. Prior research has demonstrated that impulsive purchasing

behavior is linked with self-esteem. People who have poor self-esteem often buy

things on impulse to make up for their inferiority complex. Thus, the purpose of

this study is to examine how self-esteem influences impulsive purchases made by

emerging adulthood that are TikTok Shop users. Using a quantitative approach,

this study involved 218 participants aged 18-25 years. According to the findings

of a simple linear regression analysis, self-esteem negatively influences impulsive

buying behavior among TikTok Shop consumers in emerging adulthood.

Kata Kunci : dewasa awal, pembelian impulsif, perilaku konsumen online, self-esteem