The Role of Academic Stress and Materialism in Predicting Impulsive Buying Tendencies Among University Students

Zahra Mumtaz, Dr. Sumaryono, M.Si., Psikolog.

2026 | Skripsi | PSIKOLOGI

Impulsive Buying semakin umum terjadi di kalangan mahasiswa perguruan tinggi, terutama seiring dengan pertumbuhan e-commerce. Mahasiswa perguruan tinggi sering menghadapi berbagai tekanan psikologis, seperti beban akademik, tenggat waktu, serta menghadapi ekspektasi untuk mencapai prestasi akademik yang tinggi. Di sisi lain, Materialism merupakan orientasi nilai yang terkait dengan Impulsive Buying dan didorong oleh emosi. Penelitian ini mengeksplorasi peran prediktif Academic Stress dan Materialism dalam memprediksi kecenderungan Impulsive Buying di kalangan mahasiswa perguruan tinggi. Studi kuantitatif dengan desain cross-sectional dilakukan dengan melibatkan 153 mahasiswa berusia 18-24 tahun di seluruh Indonesia. Data dianalisis menggunakan analisis regresi linier berganda untuk menguji peran prediktif variabel secara independen maupun simultan. Hasil penelitian menunjukkan bahwa Academic Stress dan Materialism secara simultan berkontribusi terhadap Impulsive Buying. Namun, ketika dianalisis secara individual, Academic Stress tidak secara signifikan memprediksi Impulsive Buying, sementara Materialism menunjukkan peran positif yang signifikan. Hasil ini menunjukkan bahwa pembelian impulsif di kalangan mahasiswa lebih kuat dipengaruhi oleh motivasi yang berorientasi pada nilai kepemilikan materi dibandingkan dengan stres akademik yang bersifat situasional. Temuan ini memberikan wawasan mengenai faktor-faktor psikologis yang mendasari perilaku konsumsi impulsif pada populasi mahasiswa.

Impulsive buying has become increasingly prevalent among university students, particularly with the growth of e-commerce. University students often face various psychological pressures such as, academic workload, deadlines, and expectations for high academic performance. At the same time, materialism is a value orientation that has been linked to excessive and emotionally driven consumption. This study explores the predictive roles of academic stress and materialism in predicting impulsive buying tendencies among university students. A quantitative, cross-sectional study was conducted using a sample of 153 university students aged 18-24 across Indonesia. Data were analyzed using multiple linear regression analysis to examine both independent and simultaneous predictive roles of the variables. The findings indicate that academic stress and materialism simultaneously contribute to impulsive buying. However, when examined individually, academic stress does not significantly predict impulsive buying, while materialism shows a significant positive role. These results suggest that impulsive buying among university students is more strongly influenced by value-oriented motivations related to material possessions than by situational academic stress. The findings provide insight into psychological factors underlying impulsive consumption in the university student population.

Kata Kunci : Stres Akademik, Materialisme, Pembelian Impuslif, E-Commerce