NILAI DAN KONTROL DIRI SEBAGAI FAKTOR PEMBENTUK SIKAP  DALAM PERILAKU PEMBELIAN IMPULSIF ANTARGENERASI

M. Ro’is Am; Megawati Simanjuntak

doi:10.24156/jikk.2020.13.3.262

M. Ro’is Am IPB University
Megawati Simanjuntak IPB University

DOI: https://doi.org/10.24156/jikk.2020.13.3.262

Keywords: generasi berbeda, kontrol diri, nilai, pembelian impulsif, sikap

Abstract

Saat ini perkembangan pasar semakin kompleks, namun apabila hal ini tidak diimbangi dengan kemampuan konsumen untuk mengelola pembeliannya dapat menyebabkan munculnya pembelian impulsif. Penelitian ini bertujuan untuk menganalisis pengaruh nilai, kontrol diri, dan sikap terhadap pembelian impulsif generasi Baby Boomer, generasi X, dan generasi Y. Penelitian ini adalah studi kuantitatif dengan menggunakan desain cross-sectional study. Pengambilan data dilakukan dengan wawancara menggunakan kuesioner di lima komplek perumahan di Surabaya, Jawa Timur. Responden adalah ibu rumah tangga sebanyak 90 orang yang terbagi dalam tiga generasi yang dipilih dengan menggunakan teknik penarikan contoh non-probability secara quota sampling. Hasil penelitian menunjukkan bahwa pada variabel kontrol diri, sikap, dan pembelian impulsif terdapat perbedaan yang signifikan antargenerasi. Uji pengaruh variabel nilai, kontrol diri, dan sikap terhadap perilaku pembelian impulsif menggunakan metode Stuctural Equation Modelling (SEM). Hasil menunjukkan variabel kontrol diri memengaruhi sikap dan pembelian impulsif secara signifikan. Kontrol diri berpengaruh positif terhadap sikap dan berpengaruh negatif terhadap pembelian impulsif.

Author Biographies

M. Ro’is Am, IPB University

Departemen Ilmu Keluarga dan Konsumen, Fakultas Ekologi Manusia, IPB University, Terakreditasi A

Megawati Simanjuntak, IPB University

Departemen Ilmu Keluarga dan Konsumen, Fakultas Ekologi Manusia, IPB University, Terakreditasi A

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