Pembelian Impulsif Ditinjau Dari Citra Diri dan Konformitas Pada Pelajar Sekolah Menengah

Putri, Mutia Thandi Rizkia (2022) Pembelian Impulsif Ditinjau Dari Citra Diri dan Konformitas Pada Pelajar Sekolah Menengah. Other thesis, Universitas Islam Riau.

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Abstract

Impulse buying appears and becomes a behavior that is believed to be able to change mood. Teenagers are claimed to be the most active consumers in making impulse purchases, because of the high level of adolescent consumption in meeting needs that are only pleasure. Self-motivation in the form of self-image in adolescents is a driving force for someone to make impulse purchases because appearance is important for adolescents. Motivation from outside oneself in the form of conformity also has a direct and indirect influence on individual behavior in making purchases. Based on this description, the purpose of this study was to determine the effect of self-image and conformity on impulse buying in high school students. The sampling technique used cluster random sampling and a sample of a population of 2803 and was taken with an error rate of 10 percent, so a sample of 250 people was obtained. This research method is a quantitative research method and data collection techniques using a scale. The results of this study indicate that self-image and conformity together contribute to impulse buying as much as 4.3 percent. Thus, students can be wiser in paying attention to their self-image and conformity to minimize the occurrence of impulse buying.

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