Faktor yang menentukan perilaku Impulsive Buying di kalangan Mahasiswa
Abstract
Belanja berlebihan adalah kebiasaan yang tidak baik. Penelitian ini bermaksud menelusuri apa saja faktor yang menyebabkan generasi muda berpendidikan berperilaku impulsive buying. Penelitian empiris ini menggunakan data primer yang didapat dengan membagikan kuesioner kepada sebanyak mungkin responden. Teknik pengumpulan data menggunakan purposive sampling. Untuk analisis data kami menggunakan OLS (Ordinary Least Square). Hasil dari analisis menunjukkan bahwa perilaku impulsive buying hanya dipengaruhi variabel dorongan impulsif (diskon, promo, kupon, undian, bonus). Sementara variabel lain seperti utilitas yang diharapkan & penyesalan, manajemen keuangan, dan kontrol diri, sama sekali tidak menunjukkan tanda signifikan. Uraian detail tentang semua variabel kami jelaskan dalam bagian hasil penelitian.
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