SELF-MONITORING DAN IMPULSIVE BUYING PRODUK KOSMETIK DI KALANGAN MAHASISWI: STUDI KORELASI

Abstract

ABSTRACT Background: Female students as late teens are individuals who have the tendency to do impulsive buying or spontaneous buying. In making purchases, female students are easily influenced which made them buy items that are popular in their social environment. This is related to high self-monitoring, mostly due to the idea of always wanting to display a positive image of themselves, and to behave in accordance with the information received from their environment. Purpose: To determine the relationship between self-monitoring and impulsive buying of cosmetic products among female college students of Universitas Syiah Kuala. Methods: This study used a quantitative approach involving 337 female college students aged 18-22 years, who were selected through the unrestricted self-selected survey technique. Data was collected using a revised version of self-monitoring scale and impulsive buying tendency scale. Pearson correlation was used to test the association. Results: The results showed that c. There was a positive and significant relationship between self-monitoring and impulsive buying of cosmetic products among female college students (r = 0.568; p = 0.000), meaning that the higher the self-monitor, the greater the impulsive buying, and vice versa. The coefficient of determination was 0.322 which indicates that self-monitoring contributes 32.2% to impulsive buying. Conclusion: Self-monitoring and impulsive buying of cosmetic products were both high among female college students. Self monitoring is positively associated with impulsive buying among these group. ABSTRAK Latar Belakang: Mahasiswi yang umumnya berada pada usia remaja akhir merupakan individu yang memiliki kecenderungan untuk melakukan pembelian secara spontan atau impulsif. Dalam melakukan pembelian, mahasiswi mudah terpengaruh untuk membeli barang-barang yang sedang populer di lingkungan sosialnya. Hal ini bekaitan dengan tingginya tingkat self-monitoring yang umumnya disebabkan adanya pemikiran untuk selalu ingin menampilkan citradiri yang positif, dan berperilaku sesuai dengan informasi yang diterima dari lingkungannya. Tujuan: penelitian ini dilakukan untuk mengetahui hubungan antara self-monitoring dan impulsif buying produk kosmetik di kalangan mahasiswi Universitas Syiah Kuala. Metode: Penelitian ini menggunakan pendekatan kuantitatif yang melibatkan 337 mahasiswi berusia 18-22 tahun, yang dipilih melalui teknik unrestricted self-selected survey. Pengumpulan data penelitian dilakukan dengan menggunakan skala self-monitoring versi revisi dan skala impulsive buying. Analisis statistik data penelitian menggunakan korelasi Pearson. Hasil: penelitian menunjukkan bahwa baik self-monitoring maupun impulsive buying produk kosmetik tergolong tinggi pada mahasiswi. Terdapat hubungan yang positif dan signifikan antara kedua variabel yaitu self-monitoring dan impulsive buying (r = 0,568; p = 0,000), hal ini dapat dimaknai bahwa semakin tinggi self-monitoring pada diri mahasiswi maka akan semakin tinggi pula kecenderungannya melakukan impulsif buying, dan sebaliknya. Koefisien determinasi sebesar 0,322 menunjukkan bahwa self-monitoring memberikan kontribusi sebesar 32,2% terhadap pembelian impulsif. Kesimpulan: Baik self-monitoring maupun impulsif buying produk kosmetik berada pada kategori tinggi di kalangan mahasiswi. Self-monitoring berhubungan positif dengan impulsive buying pada kelompok ini.