Pembelian Impulsif sebagai Mediator dalam Peran Electronic Word of Mouth terhadap Penyesalan Pasca Pembelian Produk Kecantikan di E-Commerce

Nyssa Rifdatul Azmi, Rahmat Hidayat, S.Psi., M.Sc., Ph.D

2026 | Skripsi | PSIKOLOGI

Perubahan dunia e-commerce telah mengubah perilaku konsumen, khususnya dalam pembelian produk kecantikan yang cenderung impulsif dan berpotensi menimbulkan penyesalan pasca pembelian. Penelitian ini menguji peran electronic word of mouth (e-WOM) terhadap penyesalan pasca pembelian, dengan pembelian impulsif sebagai variabel mediasi. Survei daring dengan purposive sampling mendapati 581 responden. Data dianalisis menggunakan Generalized Linear Model (GLM) mediasi. Hasil menunjukkan bahwa e-WOM berpengaruh signifikan terhadap pembelian impulsif (? = 0,374; p < 0>? = 0,106; p < 0>? = 0,654; p < 0>? = 0,245; p < 0>e-commerce.

The evolution of e-commerce has transformed consumer behavior, especially in the purchase of beauty products, which are often impulsive and may lead to post-purchase regret. This study examines the role of electronic word of mouth (e-WOM) on post-purchase regret, with impulsive buying as a mediating variable. An online survey using purposive sampling obtained 581 respondents Data were analyzed using the Generalized Linear Model (GLM) mediation. The results show that e-WOM significantly affects impulsive buying (? = 0.374; p < 0> and post-purchase regret (? = 0.106; p < 0>, while impulsive buying significantly affects post-purchase regret (? = 0.654; p < 0>and partially mediates the relationship between e-WOM and post-purchase regret (? = 0.245; p < 0>

Kata Kunci : penyesalan pasca pembelian, electronic word of mouth, pembelian impulsif, e-commerce, produk kecantikan