Hubungan mood dengan impulsive buying behavior pada konsumen mahasiswa dalam melakukan pembelian melalui e-commerce shopee di Kota Padang

Abstract

Abstract: The relationship between mood and impulsive buying behavior on college student consumers in making purchases by e-commerce shopee in Padang city. This study aims to determine the relationship between mood and impulsive buying behavior on college student consumers in making purchases by e-commerce shopee in Padang city. This study used a correlational quantitative research design. The research targets were college students in Padang city using a purposive sampling technique with a total sample of 273 people. The instruments in this study used Four Dimensions Mood Scale (FDMS) and modification scale of Fitriya (2019) based on impulsive buying behavior aspect by Herabadi (2003). Based on data analysis, it was found that the correlation value was r = .175 and p = .004 (p<.05), which indicated that there was positive relationship between mood and impulsive buying behavior on college student consumers in making purchases by e-commerce shopee in Padang city.

Abstrak: Hubungan mood dengan impulsive buying behavior pada konsumen mahasiswa dalam melakukan pembelian melalui e-commerce shopee di kota Padang. Penelitian ini bertujuan untuk mengetahui hubungan antara mood dengan impulsive buying behavior pada konsumen mahasiswa dalam melakukan pembelian melalui e-commerce shopee di kota Padang. Penelitian ini menggunakan desain penelitian kuantitatif korelasional. Sasaran penelitian tersebut merupakan mahasiswa di kota Padang dengan menggunakan teknik purposive sampling yang berjumlah 273 orang. Instrumen pada penelitian ini menggunakan Four Dimensions Mood Scale (FDMS) dan modifikasi skala Fitriya (2019) berdasarkan aspek impulsive buying behavior Herabadi (2003). Berdasarkan analisis data yang telah dilakukan, didapatkan nilai korelasi r = .175 dan p = .004 (p<.05), yang menunjukkan bahwa terdapatnya hubungan yang positif antara mood dengan impulsive buying behavior pada konsumen mahasiswa dalam melakukan pembelian melalui e-commerce shopee di kota Padang.